Consumer Neuroscience: Neurowissenschaftliche Grundlagen für den Markenerfolg
- ISBN-10
- 3658005602
- ISBN-13
- 9783658005603
- Category
- Business & Economics
- Pages
- 471
- Language
- German
- Published
- 2012-09-28
- Publisher
- Springer-Verlag
- Author
- Klaus W. Bielefeld
Description
?Der Autor stellt die für die Marketingwissenschaft sowie die Praxis relevanten Erkenntnisse der Neurowissenschaften erstmalig in einer umfassenden Darstellung vor. Ihre Bedeutung für die effizientere Markenführung erläutert er an Beispielen bekannter Marken sowie Eigenmarken des Lebensmittelhandels. Mit seiner interdisziplinär angelegten Arbeit schließt der Autor die Lücke zwischen den bisherigen Erkenntnissen der Konsumentenverhaltenswissenschaft und der neurowissenschaftlichen Forschung. Er zeigt ferner, dass „Neuromarketing“ den Anspruch, die Blackbox des Konsumentengehirns zu öffnen, bisher nicht erfüllt.
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