This book shows how neuromarketing works in practice. It describes how companies can use the methods and insights of neuroscience to make better decisions themselves. It brings together real-world use cases in the area of applied neuroscience, collected from the globally leading consumer neuroscience companies and their clients. The use cases come from a variety of business areas, from advertising research to store design, from finding the right name for a brand to designing a compelling website. The book reveals how clients engage in neuromarketing; the business problems they can encounter, and have encountered, solving with this new approach; and the values they generate.
| ISBN: | 9783658351878 |
| Publication date: | 5th January 2023 |
| Author: | Benny B Briesemeister, Werner Klaus Selmer |
| Publisher: | Springer an imprint of Springer Fachmedien Wiesbaden |
| Format: | Paperback |
| Pagination: | 140 pages |
| Series: | Management for Professionals |
| Genres: |
Sales and marketing Neurosciences Behavioural economics |