Importance And Potential Of Neuromarketing For Brand Management In Business To Business Marketing
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Importance And Potential Of Neuromarketing For Brand Management In Business To Business Marketing
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Author : Friedrich Gentner
language : en
Publisher: diplom.de
Release Date : 2011-10-12
Importance And Potential Of Neuromarketing For Brand Management In Business To Business Marketing written by Friedrich Gentner and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10-12 with Business & Economics categories.
Inhaltsangabe:Introduction: Outline of the Issue: Business administration theory has dealt since its inception with the issue of providing practical support to corporate decision making. For their explanatory models, it has resourced the knowledge body provided by economics, philosophy, sociology, and psychology. In the last few years it increasingly draws also on the findings taken from neuroscience. By means of so-called imaging techniques, neuroscientists can conduct a deeper analysis of the relationships and processes in the brain. The question of how buying decisions occur, and how these may be influenced has finally created Neuromarketing. The findings from this research filed reveal that feelings and emotions play a much greater role than previously supposed and that these can be addressed through brands. However, the management of immaterial values such as brands does not fit well with the predominantly engineering-oriented mindset of top management in B-to-B companies. In his preface to B-to-B-Markenführung , Klaus Backhaus states: Effektive und effiziente Markenpolitik ist in der Praxis des Business-to-Business-Marketing immer noch ein Stiefkind, auch wenn mittlerweile eine Reihe von wissenschaftlichen Veröffentlichungen bis hin zu Lehrbüchern zur Markenpolitik in diesem Bereich vorliegt. Einer der wesentlichen Gründe hierfür liegt sicherlich darin, dass der Business-to-Business-Bereich stark durch Personen mit einer technischen bzw. ingenieurwissenschaftlichen Ausbildung geprägt ist, die für intangible assets , wie sie die Marke darstellt, erfahrungsgemäß weniger Aufmerksamkeit aufbringen . Even though the purchase decision is made by the Buying Center in the B-to-B market, the assumption prevails that the findings from Neuromarketing can still be applied because this group consists of human beings as well. Objective: The following study will consider the findings taken from Neuromarketing in the light of particular instances of B-to-B-Marketing. The question will be raised as to why and to what extent Neuromarketing is relevant for brand management in B-to-B-Marketing. The possibilities arising from this comparison will only be presented as examples and do not claim to be complete. An example from the Corporate Communication Sector at Siemens will be taken to display the application. Methodology: Extensive scientific literature research, dissertations, the internet as well as market studies commissioned by Siemens have been [...]
Neuromarketing In The B To B Sector Importance Potential And Its Implications For Brand Management
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Author : Friedrich Gentner
language : en
Publisher: Diplomica Verlag
Release Date : 2012-02
Neuromarketing In The B To B Sector Importance Potential And Its Implications For Brand Management written by Friedrich Gentner and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-02 with Business & Economics categories.
Business administration theory has dealt since its inception with the issue of providing practical support to corporate decision making. For their explanatory models, it has resourced the knowledge body provided by economics, philosophy, sociology, and psychology. In the last few years it increasingly draws also on the findings taken from neuroscience. By means of so-called imaging techniques, neuroscientists can conduct a deeper analysis of the relationships and processes in the brain. The question of how buying decisions occur, and how these may be influenced has finally created Neuromarketing. The findings from this research filed reveal that feelings and emotions play a much greater role than previously supposed and that these can be addressed through brands. However, the management of immaterial values such as brands does not fit well with the predominantly engineering-oriented mindset of top management in B-to-B companies. In his preface to "B-to-B-Markenfhrung", Klaus Backhaus states: "Effektive und effiziente Markenpolitik ist in der Praxis des Business-to-Business-Marketing immer noch ein Stiefkind, auch wenn mittlerweile eine Reihe von wissenschaftlichen Ver”ffentlichungen bis hin zu Lehrbchern zur Markenpolitik in diesem Bereich vorliegt. Einer der wesentlichen Grnde hierfr liegt sicherlich darin, dass der Business-to-Business-Bereich stark durch Personen mit einer technischen bzw. ingenieurwissenschaftlichen Ausbildung gepr„gt ist, die fr ?intangible assets?, wie sie die Marke darstellt, erfahrungsgem„á weniger Aufmerksamkeit aufbringen.". Even though the purchase decision is made by the "Buying Center" in the B-to-B market, the assumption prevails that the findings from Neuromarketing can still be applied because this group consists of human beings as well. This book will consider the findings taken from Neuromarketing in the light of particular instances of B-to-B-Marketing. The question will be raised as to why and to what extent Neuromarketing is relevant for brand management in B-to-B-Marketing. The possibilities arising from this comparison will only be presented as examples and do not claim to be complete. An example from the Corporate Communication Sector at Siemens will be taken to display the application.
Neuromarketing In Business
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Author : Benny B. Briesemeister
language : en
Publisher: Springer Nature
Release Date : 2022-01-03
Neuromarketing In Business written by Benny B. Briesemeister and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-03 with Business & Economics categories.
This book shows how neuromarketing works in practice. It describes how companies can use the methods and insights of neuroscience to make better decisions themselves. It brings together real-world use cases in the area of applied neuroscience, collected from the globally leading consumer neuroscience companies and their clients. The use cases come from a variety of business areas, from advertising research to store design, from finding the right name for a brand to designing a compelling website. The book reveals how clients engage in neuromarketing; the business problems they can encounter, and have encountered, solving with this new approach; and the values they generate.
Branding With Brains
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Author : Tjaco Walvis
language : en
Publisher: Pearson UK
Release Date : 2012-10-12
Branding With Brains written by Tjaco Walvis and has been published by Pearson UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-10-12 with Business & Economics categories.
What has neuroscience got to do with branding? The link may not be immediately obvious, but the fact is, our brains select brands in much the same way that Google selects websites. So, just as web marketers play on Google’s algorithm to make sure their site appears as high up the search list as possible, brand marketers should play on the brain’s algorithm to make sure their brand is at the top of their customers’ minds at the moment they choose which brand to buy. This ground-breaking new book brings the proven effects of hard science to the creative practice of branding. It shows you how to harness this powerful combination to your own advantage by helping you understand how customers’ brains work when they choose brands. A strong brand cannot be build effectively without taking into account the laws of the brain – which, as this book shows, really exist and can be scientifically proven to work. Once you know this, you can apply the familiar branding laws of relevance, coherence and participation more precisely, more confidently and to much greater effect. This means your brand will have a much greater chance of being chosen by customers than your competitors’ brands. Branding with Brainsshatters the conventional approach to branding, which is based on hunches and intuition, by uncovering the hard, scientific truth about why customers choose some brands over others. Insights into company stories, from Leica to Innocent Drinks, from Starbucks to Schipol International Airport, give you the fascinating truth about how the processes that go on in our brain affect our decisions to buy a particular product or service. All in all, this breathtakingly radical new book from Tjaco Walvis presents a daringly different, state of the art approach to brand strategy that will help you build powerful brands more efficiently, more effectively and more reliably than ever before. Branding really is all in the mind – and this book proves it!
Analyzing The Strategic Role Of Neuromarketing And Consumer Neuroscience
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Author : Atli, Dincer
language : en
Publisher: IGI Global
Release Date : 2020-06-19
Analyzing The Strategic Role Of Neuromarketing And Consumer Neuroscience written by Atli, Dincer and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-06-19 with Business & Economics categories.
Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.
Neuromarketing A Peep Into Customer S Minds
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Author : J. K. Sharma
language : en
Publisher: PHI Learning Pvt. Ltd.
Release Date : 2010-01-30
Neuromarketing A Peep Into Customer S Minds written by J. K. Sharma and has been published by PHI Learning Pvt. Ltd. this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-01-30 with Business & Economics categories.
What consumers think is not necessarily what they do. Unearthing this ambiguity between the thinking mind and the doing mind of a consumer is one of the greatest challenges faced by the marketers today. Researchers in the field have devised a new concept called neuro-marketing, which maps the cognitive behaviour of a consumer. This book highlights various aspects of neuromarketing, its application to consumer behaviour, and its techniques to strengthen brand management and advertising strategies.
The Neuro Consumer
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Author : Anne-Sophie Bayle-Tourtoulou
language : en
Publisher: Routledge
Release Date : 2020-04-24
The Neuro Consumer written by Anne-Sophie Bayle-Tourtoulou and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-24 with Business & Economics categories.
Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.
Applying Neuroscience To Business Practice
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Author : Dos Santos, Manuel Alonso
language : en
Publisher: IGI Global
Release Date : 2016-10-25
Applying Neuroscience To Business Practice written by Dos Santos, Manuel Alonso and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-25 with Psychology categories.
Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.
Neuromarketing In Sports
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Author : Martin Fett
language : en
Publisher: GRIN Verlag
Release Date : 2012-05-29
Neuromarketing In Sports written by Martin Fett and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-29 with Business & Economics categories.
Master's Thesis from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Lugano, course: Sponsorship and Partnership Management - Corporate Communication, language: English, abstract: Until now, economic theory has not systematically integrated the impact of emotions on brand perception. Evidence from the evolving discipline of neuroscience suggests that decision-making is dependent on emotional processing. Interdisciplinary research under the label of “neuromarketing” arose. The key idea of this approach is to employ recent neuroscientific methods in order to analyze economically relevant brain processes. This thesis offers an overview of the current state of neuroeconomic research by defining the concept of neuromarketing, explaining methods that are widely used and describing current studies in this new research area. The study which was conducted within this master thesis finally provides guidance for future research. Several studies found that there are no separated ways for cognition and emotion in a human being’s brain. Emotions are deeply connected with cognitive processing and thus, even are a crucial part of human decision making. Since more and more companies want to enhance their brands, products, and services with emotions, they are trying to use this important precondition and are engaging in sports sponsorships, because sports as such is considered the biggest and most emotional power in entertainment business. Several authors claim that in addition there has rarely been coherent research for sponsorship in general – and if at all, then only regarding the awareness of the sponsoring brands. Also, companies are not really aware if they seize the high potential of their sponsorship activities. About 21% of companies that apply sponsorship strategies into practice do not even conduct a controlling phase. They are not measuring the achievement of their sponsorship objectives. Hence, they do not even know the success (or failure) of their strategies. Does sponsorship in sports have significant effects at all? Does it help to increase a brand’s image? Only explicit measuring is very common in controlling the effects of sponsorship activities. The probands are being asked whether they remember one brand or another and how they rate it. Too often, however, the results are biased by many wrong preconditions, for example the Social Desirability Bias or that the sponsors only want to hear what they want to hear.[...]
Applications Of Neuromarketing In The Metaverse
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Author : Gupta, Monika
language : en
Publisher: IGI Global
Release Date : 2023-05-22
Applications Of Neuromarketing In The Metaverse written by Gupta, Monika and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-05-22 with Business & Economics categories.
The metaverse is opening new avenues of opportunities for product manufacturers as well as service providers; due to this, further study on the scope and challenges that the application of neuromarketing in virtual worlds faces across different disciplines and business segments is required. The immense growth potential currently untapped in the metaverse domain can be taken to a different level altogether with the help of neuromarketing applications. Applications of Neuromarketing in the Metaverse discusses brand positioning among the target market in the virtual world through the application of neuromarketing principles and techniques. The book also explores consumer behavior and decodes their physiological and psychological responses in the metaverse domain with the help of tools and technologies used in neuromarketing. Covering key topics such as media, virtual reality, and branding, this premier reference source is ideal for industry professionals, marketers, business owners, managers, researchers, academicians, scholars, practitioners, instructors, and students.