The science of marketing shows the incremental change, and the concept of neuroscience is widely accepted as it provides deeper insights into consumer behaviour. The emerging field of study, Neuromarketing, has become the turning point for many online retailers.The review is meant to introduce the readers to the growing area in marketing theory and practice. The applications of neuroscience are significant in addressing marketing and consumer behaviour research. It also introduces readers to the impact of Neuromarketing on market insights. The purpose of the book is to delve into the Neuromarketing in understanding the marketing campaigns of online retailers.
The book on Neuromarketing is written to present the pure form of a book on research. This book has referred a few books on Neuromarketing available in the market and tried to simplify the concepts. The book comprises four chapters in which the first chapter aims to address the significance of Neuromarketing in consumer behaviour. The second chapter elaborates on the use of unconscious drivers for Neuromarketing. Furthur, the third chapter focuses on the various Neuromarketing tools adopted by the companies for acheiving deep insights. Finally, the fourth chapter discuses the role of Neuromarketing in product design, advertising, and branding. Further, its role in online and offline shopping is explained.
Contents –
1. Introduction to Neuromarketing
2. Neuroscience and Consumer Thinking
3. Neuromarketing Methodologies
4. Applications of Neuromarketing
5. Neuromarketing Research in Action
Glossary
