Neuromarketing in Business: Identifying Implicit Purchase Drivers and Leveraging them for Sales
Benny B. Briesemeister, Werner Klaus Selmer, 978-3-658-35185-4, 365835187X, 978-3658351878, 9783658351878, 3658351845, 978-3658351847, 9783658351847, B09PMSH5L1
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.