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Neuromarketing - New Approach to Marketing Activities (CROSBI ID 44848)

Prilog u knjizi | izvorni znanstveni rad

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

Podaci o odgovornosti

Grbac, Bruno ; Vujičić, Maja

engleski

Neuromarketing - New Approach to Marketing Activities

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.

neuromarketing, marketing activities, consumer behavior

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Podaci o prilogu

435-451.

objavljeno

Podaci o knjizi

Marketing Challenges in New Economy

Križman Pavlović, Danijela ; Benazić, Dragan

Pula: Odjel za ekonomiju i turizam Sveučilišta Jurja Dobrile u Puli

2012.

978-953-7498-57-3

Povezanost rada

Ekonomija