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Neuromarketing in businessidentifying implicit purchase drivers and leveraging them for sales /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Neuromarketing in businessedited by Benny B. Briesemeister, Werner Klaus Selmer.
Reminder of title:	identifying implicit purchase drivers and leveraging them for sales /
other author:	Briesemeister, Benny B.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden :2022.
Description:	viii, 140 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Neuromarketing.
Online resource:	https://doi.org/10.1007/978-3-658-35185-4
ISBN:	9783658351854$q(electronic bk.)

Neuromarketing in businessidentifying implicit purchase drivers and leveraging them for sales /
Neuromarketing in der Praxis.English.

Neuromarketing in businessidentifying implicit purchase drivers and leveraging them for sales /[electronic resource] :edited by Benny B. Briesemeister, Werner Klaus Selmer. - Wiesbaden :Springer Fachmedien Wiesbaden :2022. - viii, 140 p. :ill., digital ;24 cm. - Management for professionals,2192-810X. - Management for professionals..

Multisensory Experiences in Digital Media -- A Good Product Name in the Semantic Network: Implicit Methods for Naming -- Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design -- Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is Shot -- Toward an Engagement-Centric Sports Rights Valuation Model: Using Large-Scale Electrodermal Monitoring to Measure and Value Sports Broadcasting -- Love at First Click: Why Emotion Measurement Ensures the Economic Success of Online Services -- Leveraging Neuroscience-Based Insights to Improve Customer Experience -- Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience -- Beyond Neuromarketing: How Neuroscience Is Penetrating New Areas of Business -- Anticipated Regret in Decision-Making and Behaviour Change.

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.

ISBN: 9783658351854$q(electronic bk.)

Standard No.: 10.1007/978-3-658-35185-4doiSubjects--Topical Terms:

324868
Neuromarketing.

LC Class. No.: HF5415.12615 / .N4813 2022

Dewey Class. No.: 658.80019

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505 0 $a Multisensory Experiences in Digital Media -- A Good Product Name in the Semantic Network: Implicit Methods for Naming -- Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design -- Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is Shot -- Toward an Engagement-Centric Sports Rights Valuation Model: Using Large-Scale Electrodermal Monitoring to Measure and Value Sports Broadcasting -- Love at First Click: Why Emotion Measurement Ensures the Economic Success of Online Services -- Leveraging Neuroscience-Based Insights to Improve Customer Experience -- Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience -- Beyond Neuromarketing: How Neuroscience Is Penetrating New Areas of Business -- Anticipated Regret in Decision-Making and Behaviour Change.
520 $a 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.
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650 2 4 $a Behavioral/Experimental Economics. $3 737421
700 1 $a Briesemeister, Benny B. $3 918787
700 1 $a Selmer, Werner Klaus. $3 918788
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