Leon Zurawicki: Neuromarketing

Cover: 9783540778288 | Neuromarketing | Exploring the Brain of the Consumer | Leon Zurawicki

Rückseite: 9783540778288 | Neuromarketing | Exploring the Brain of the Consumer | Leon Zurawicki

Dekorationsartikel gehören nicht zum Leistungsumfang.

Sprache: Englisch

152,95 €

UVP 181,89 €

inkl. MwSt.

Versandkostenfrei per Post / DHL

Lieferzeit 1-2 Wochen

Kategorien:

Beschreibung

Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

Zusammenfassung

Learn about the new characteristics of modern consumer and new methods of market research

Better understand inconsistencies in buyer behavior and their neural underpinnings

Learn how the new findings are applied by marketers

Develop an in-depth idea of self-control and how to apply it in consumer setting

In sum, the book offers insight into the future

Includes supplementary material: [...]

Inhaltsverzeichnis

Exploring the Brain.- Consumption as Feelings.- Neural Underpinnings of Risk Handling, Developing Preference and Choosing.- Neural Bases for Segmentation and Positioning.- Applying Neuroscience and Biometrics to the Practice of Marketing.

Details

Erscheinungsjahr:	2010
Fachbereich:	Werbung & Marketing
Genre:	Recht , Sozialwissenschaften , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Inhalt:	xx 273 S.
ISBN-13:	9783540778288
ISBN-10:	3540778284
Sprache:	Englisch
Herstellernummer:	12220830
Einband:	Gebunden
Autor:	Zurawicki, Leon
Hersteller:	Springer Berlin Springer Berlin Heidelberg
Verantwortliche Person für die EU:	Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße:	241 x 160 x 22 mm
Von/Mit:	Leon Zurawicki
Erscheinungsdatum:	09.09.2010
Gewicht:	0,612 kg