Описание: Gain insight from the growing field of neuroaesthetics, demonstrating how they can be applied to the most popular types of content, and used to improve customer engagement and profit.
Автор: Dutta, Tanusree Mandal, Manas Kumar Название: Neuromarketing in india ISBN: 1138576670 ISBN-13(EAN): 9781138576674 Издательство: Taylor&Francis Рейтинг: Цена: 8726.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance. Each discipline has been trying to study and predict human behaviour through surveys, laboratory-based experiments, questionnaires, interviews, statistics, focus groups; the list is endless. The lack of precision in the existing techniques to predict human behaviour has motivated researchers to move beyond the traditional and search for new and improved techniques. Neuroscience has stepped in to fill this gap. It is based on the assumption that human behaviour is a complex process which has a neural basis and the locus of this process is the higher centre of the brain. Both conscious and unconscious processing of stimulus in the brain is responsible for generating behaviour. So if we could develop a deeper understanding of how the brain functions to generate behaviour, we would be more confident in our understanding and prediction of consumer behaviour. The use of neuroscientific techniques, like functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Evoked Response Potential (ERP), and sensors to measure changes in one's physiological state, to understand the mind of the consumer has just begun, and professionals in the field see a huge opportunity for neuromarketing in India. In the domain of neuromarketing, one important question relates to the distinction between Indian and other global consumers of commercial products. Are we different from consumers across the globe? The answer is probably ‘yes’. This is documented by the fact that we find a distinct change in the marketing strategy of companies; the methods to influence Indian consumers are different from those adopted in other countries. This gives rise to the question: what makes us different? The next logical question that arises, assuming that we are different or similar, is can we quantify it? Answering why, what and how we are different marks the beginning of the book, followed by issues related to the ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing. The book intends to address each of these issues so that a comprehensive reading in the subject matter would help academicians to decipher consumer behaviour and build theory for possible principles of application in the market.
Описание: Examines the issues involved in the field of neuromarketing, including models, technologies, and methodology. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors.
Автор: Leon Zurawicki Название: Neuromarketing ISBN: 3662501872 ISBN-13(EAN): 9783662501870 Издательство: Springer Рейтинг: Цена: 20263.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Understanding the mind of the consumer is daunting for marketers. As science probes the interplay of reason and emotion in decision-making, this book offers analytical perspective on the brain, using biometric studies to blaze new frontiers in market research.
Описание: Provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level.
Автор: Bayle-Tourtoulou, Anne-Sophie Название: Neuromarketing in Action ISBN: 0749469277 ISBN-13(EAN): 9780749469276 Издательство: Kogan Page Рейтинг: Цена: 4275.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Learn how neuromarketing is playing an increasingly important role in current and future marketing strategies.
Автор: Georges Patrick M., Bayle-Tourtoulou Anne-Sophie, Badoc Michel Название: Neuromarketing in Action: How to Talk and Sell to the Brain ISBN: 0749476141 ISBN-13(EAN): 9780749476144 Издательство: Неизвестно Цена: 26186.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Learn how neuromarketing is playing an increasingly important role in current and future marketing strategies.
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