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Neuromarketing in India

Neuromarketing in India

Manas Kumar Mandal / Tanusree Dutta

106,49 €
IVA incluido
Disponible
Editorial:
Taylor & Francis Ltd
Año de edición:
2018
Materia
Ventas y marketing
ISBN:
9781138576674
106,49 €
IVA incluido
Disponible

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Sobre IBD

This book analyses consumer behaviour through an understanding of neuroscience that assumes human behavior to have a neural basis. Both conscious & unconscious processing of stimulus in the brain is responsible for generating behaviour. It argues that a deeper understanding of this process could help in prediction of consumer behaviour. The use of neuroscientific techniques to understand the mind of the consumer is trending & professionals in the field see a huge opportunity for neuro-marketing in India. The book also discusses issues related to ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing.

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