Normal view MARC view ISBD view

Neuromarketing in the B-to-B sector: importance, potential and its implications for brand management

By: Gentner, Friedrich.
Publisher: Hamburg Diplomica Verlag GmbH 2012Description: v, 67 p.ISBN: 9783842872820.Subject(s): Marketing | Neuromarketing | Consumer behaviour | Marketing - Psychological aspects | Neuromarketing - Brand managementDDC classification: 658.8342 Summary: Business administration theory has dealt since its inception with the issue of providing practical support to corporate decision making. For their explanatory models, it has resourced the knowledge body provided by economics, philosophy, sociology, and psychology. In the last few years it increasingly draws also on the findings taken from neuroscience. By means of so-called imaging techniques, neuroscientists can conduct a deeper analysis of the relationships and processes in the brain. The question of how buying decisions occur, and how these may be influenced has finally created Neuromarketing. The findings from this research filed reveal that feelings and emotions play a much greater role than previously supposed and that these can be addressed through brands. However, the management of immaterial values such as brands does not fit well with the predominantly engineering-oriented mindset of top management in B-to-B companies.
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)
Item type Current location Collection Call number Status Date due Barcode
Books Vikram Sarabhai Library
General Stacks
Non-fiction 658.8342 G3N3 (Browse shelf) Checked out 14/03/2019 178920

Business administration theory has dealt since its inception with the issue of providing practical support to corporate decision making. For their explanatory models, it has resourced the knowledge body provided by economics, philosophy, sociology, and psychology. In the last few years it increasingly draws also on the findings taken from neuroscience. By means of so-called imaging techniques, neuroscientists can conduct a deeper analysis of the relationships and processes in the brain. The question of how buying decisions occur, and how these may be influenced has finally created Neuromarketing. The findings from this research filed reveal that feelings and emotions play a much greater role than previously supposed and that these can be addressed through brands. However, the management of immaterial values such as brands does not fit well with the predominantly engineering-oriented mindset of top management in B-to-B companies.

There are no comments for this item.

Log in to your account to post a comment.

Powered by Koha