Neuromarketing : exploring the brain of the consumer / Leon Zurawicki.
نوع المادة : نصالناشر:Berlin ; London : Springer, 2010وصف:xx, 273 pages : illustrations ; 24 cmنوع المحتوى:- text
- unmediated
- volume
- 9783540778288
- 3540778284
- HF5415.12615 .Z87 2010
نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
---|---|---|---|---|---|---|---|
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.12615 .Z87 2010 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30020000015173 | ||
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.12615 .Z87 2010 (إستعراض الرف(يفتح أدناه)) | C.2 | المتاح | 30020000015174 |
Browsing UAE Federation Library | مكتبة اتحاد الإمارات shelves, Shelving location: General Collection | المجموعات العامة إغلاق مستعرض الرف(يخفي مستعرض الرف)
HF5415.12615 D66 2012 Brainfluence : 100 ways to persuade and convince consumers with neuromarketing / | HF5415.12615 D66 2012 Brainfluence : 100 ways to persuade and convince consumers with neuromarketing / | HF5415.12615 .Z87 2010 Neuromarketing : exploring the brain of the consumer / | HF5415.12615 .Z87 2010 Neuromarketing : exploring the brain of the consumer / | HF5415.1263 .C68 2012 Creating the strategy : Winning and Keeping Customers in B2B Markets. | HF5415.1263 .C68 2012 Creating the strategy : Winning and Keeping Customers in B2B Markets. | HF5415.1263 .M365 2005 Business to business market research : understanding and measuring business markets / |
Includes bibliographical references and index.
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.
From the publisher. 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.