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Record Nr. |
UNINA9910148745703321 |
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Autore |
Alonso Dos Santos Manuel |
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Titolo |
Applying neuroscience to business practice / / Manuel Alonso Dos Santos, editor |
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Pubbl/distr/stampa |
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Hershey, Pennsylvania : , : Business Science Reference, , 2017 |
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©2017 |
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ISBN |
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9781522510291 |
9781522510284 |
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Descrizione fisica |
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PDFs (331 pages) : illustrations |
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Collana |
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Advances in Business Strategy and Competitive Advantage (ABSCA) Book Series, , 2327-3437 |
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Disciplina |
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Soggetti |
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Marketing - Psychological aspects |
Management - Psychological aspects |
Neurosciences |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Assessing consumer reactions with neuroscientific measurements / Christopher Rumpf, Christoph Breuer -- Neuromarketing step by step: based on scientific publications / Erick Valencia -- Neuromarketing perspective of consumer choice / Salim Lahmiri -- Experiential marketing: searching for emotional connection with consumers in POS / Bárbara Aucejo Devís, Maria Pocoví -- Mastering cognitive neuroscience and social neuroscience perspectives in the information age / Kijpokin Kasemsap -- Neuroscience applications in financial markets: a practitioner's perspective / Alessia Falsarone -- Interaction between the emotional and rational aspects in consumer buying process for typical food products of Italy / Luisa Sturiale, Alessandro Scuderi -- Marketing meets neuroscience: useful insights for gender subgroups during the observation of TV ads / Patrizia Cherubino [and 8 others] -- How is the personality of Facebook customers?: Cloninger's psychobiological model of temperament as a predictor of SNSs / Juan Jose Delgado -- Neuroscience applications on the assessments of TV ads / Tuna Çakar, Kaan Gez -- Neuromarketing from the perspective of advertising professionals: a battle between creatives and strategic planners / Ugur Bakir, Muge Elden, Erdem Gecit. |
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Sommario/riassunto |
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"This book provides theoretical frameworks and current empirical research in the field by 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"--Provided by publisher. |
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