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Neuromarketing - New Approach to Marketing Activities


Grbac, Bruno; Vujičić, Maja
Neuromarketing - New Approach to Marketing Activities // Marketing Challenges in New Economy / Križman Pavlović, Danijela ; Benazić, Dragan (ur.).
Pula: Sveučilište Jurja Dobrila u Puli, Odijel za ekonomiju i turizam, 2012. str. 435-451


Naslov
Neuromarketing - New Approach to Marketing Activities

Autori
Grbac, Bruno ; Vujičić, Maja

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Marketing Challenges in New Economy

Urednik/ci
Križman Pavlović, Danijela ; Benazić, Dragan

Izdavač
Sveučilište Jurja Dobrila u Puli, Odijel za ekonomiju i turizam

Grad
Pula

Godina
2012

Raspon stranica
435-451

ISBN
978-953-7498-57-3

Ključne riječi
Neuromarketing, marketing activities, consumer behavior

Sažetak
The subject of research is neuromarketing. The paper aims to examine the evolution and development potential of neuromarketing knowledge for business growth in a dynamic environment successfully. In addition, a special interest of the authors will be to explore the role and importance of marketing science with regard to the mentioned changes. Neuromarketing represents a type of junction of economics (marketing, psychology and medical science. It has been established that by use of neuroscientific methods, it is possible to determine individuals' reactions to various stimuli, their perception of environment, and in connection therewith, how individuals react, how they make their decisions and what motivates them. In defining the above mentioned there are used technologies such as functional magnetic resonance (fMRI) and electroencephalography (EEG. The paper argues that due to new neuromarketing cognitions and development of technologies, the present knowledge of marketing activities can be improved. Namely, neuromarketing researches ensure true information about market changes, avoiding the obstacles which exist in market research and research of other marketing phenomena. In this manner an individual's conscious or unconscious avoiding giving true answers is eliminated. Hence, neuromarketing researches ensure a direct access to brain reactions, namely to consumer behavior. The expected scientific contribution arises from the determined features and relevance of neuromarketing in order to understand and reveal consumers' actual needs and wants as well as to upgrade the marketing mix. Based on the above mentioned an adequate offer can be created which enables the companies to act on the market successfully.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Projekt / tema
081-1151212-1454 - Strateški marketing - stvaranje identiteta konkurentnog gospodarstva (Bruno Grbac, )

Ustanove
Ekonomski fakultet, Rijeka