Neuromarketing: A Peep Into Customer S Minds

Neuromarketing: A Peep Into Customer S Minds
ISBN-10
8120338685
ISBN-13
9788120338685
Series
Neuromarketing
Category
Consumer behavior
Pages
260
Language
English
Published
2010
Publisher
PHI Learning Pvt. Ltd.

Description

Therefore, the researchers, in the field, have devised a new concept called neuro-marketing, which maps the cognitive behaviour (the way one thinks and reacts) of a consumer. This comprehensive book highlights various aspects of neuromarketing, its application to study consumer behaviour, and its techniques to strengthen brand management and advertising strategies. The book has been organized into four different sections. Section I details on essentials of marketing and brand management. Section II digs on to the rationale of neuromarketing, explaining the structure and the function of the human brain. The correlation between autonomic nervous system and brand communication is also explained in detail in the text. Students are also introduced to the concepts of brain laterality and to the various research methods used to conduct neuromarketing such as functional Magnetic Resonance Imaging (fMRI), Magnetic Resonance Imaging (MRI) and coloured scanning. Section III digs on to the emerging areas of neuromarketing with the help of some important research pape Section IV discusses concepts of neuromarketing in an integrated approach. The section also presents some application areas with special reference to communication strategy, design and product life-cycle.

Get the book

Amazon.com
Amazon.com
Search the book
eBay.com
eBay.com
Search the book

Other editions

Similar books

  • Sherlock the Beagle: Viral Advertising Success Or Public Relations Disaster?
    By Karen Robson, Leyland Pitt

    The video quickly went viral, achieving millions of downloads. Major news outlets and customers believed the video to be true, only to find out after a few days that while the story was cute, it wasn't true at all.

  • Consumer Behavior
    Consumer Behavior
    By James F. Engel, Roger D. Blackwell, David T. Kollat

    ... Evan E. , 512 Anderson , Lee K. , 452 , 497 Anderson , W. Thomas , Jr. , 518 , Cimball , Richard S. , 370 Cohen ... 301 Baker , Raymond W. , 72 Banks , Seymour , 219 Barber , Bernard , 112 Barnett , H. G. , 304 Barnett , Norman L.

  • Treasure Hunt: Inside the Mind of the New Global Consumer
    Treasure Hunt: Inside the Mind of the New Global Consumer
    By Michael Silverstein, Michael J. Silverstein, John Butman

    Inside the Mind of the New Global Consumer Michael Silverstein, Michael J. Silverstein, John Butman. MCDONALD'S FRENCH FRY SPECS Use only # 1 Idaho russet potatoes . Cut to 7/32 " thick . Check for 21 percent minimum solids .

  • J'achète!: combattre l'épidémie de surconsommation
    J'achète!: combattre l'épidémie de surconsommation
    By John de Graaf, Thomas H. Naylor, David Wann

    Si tout le monde vivait comme l'Américain moyen, on aurait besoin de cinq autres planètes... II y a 2,5 fois plus de centres commerciaux aux États-Unis que d'écoles secondaires.

  • Sold Out: How I Survived a Year of Not Shopping
    Sold Out: How I Survived a Year of Not Shopping
    By Robert Llewellyn

    Challenging, thought-provoking and funny, this book proves that it doesn't have to be embarrassing to darn socks in the 21st century.

  • Consumer Behaviour: Asia-Pacific Edition
    Consumer Behaviour: Asia-Pacific Edition
    By Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters

    Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters, Eugene Chan, Gavin Northey ... In Madame Tussauds in Sydney there are also famous Australian Olympians such as hurdler Sally Pearson and Ian Thorpe. Exposure The process by which the ...

  • Consumer Behaviour: Buying, Having, Being, Fifth Canadian Edition
    Consumer Behaviour: Buying, Having, Being, Fifth Canadian Edition
    By Michael R. Solomon, Judith Lynne Zaichkowsky, Rosemary Polegato

    Consumer Behaviour: Buying, Having, Being, Fifth Canadian Edition

  • Consumer Behaviour: Buying, Having, and Being
    Consumer Behaviour: Buying, Having, and Being
    By Michael R. Solomon, Judith Lynne Zaichkowsky, Rosemary Polegato

    For introductory courses in Consumer Behaviour or Consumer Psychology at colleges and universities.

  • Consumer Behavior
    Consumer Behavior
    By James F. Engel, Roger D. Blackwell, Paul W. Miniard

    ... 216 n36 Booker , George , 267 n48 Boone , Louis E. , 137 n40 Boote , Alfred S. , 348 n38 ; 742 n24 Bourgeois , Jacques C. , 760 nn 9 , 10 Bourne , Lyle E. , 390 n55 ; 391 n57 Bouvier , Leon F. , 732 n7 Boyer , Peter J. , 208 Boynton ...

  • Independent Study for the World of Work
    By Grady Kimbrell, Ben S. Vineyard

    Independent Study for the World of Work