LEADER 04203nam 2200601 a 450 001 9910820859203321 005 20240516143131.0 010 $a3-8428-2282-0 035 $a(CKB)2670000000171103 035 $a(EBL)887591 035 $a(OCoLC)784887701 035 $a(SSID)ssj0000657628 035 $a(PQKBManifestationID)12280068 035 $a(PQKBTitleCode)TC0000657628 035 $a(PQKBWorkID)10655952 035 $a(PQKB)10504877 035 $a(MiAaPQ)EBC887591 035 $a(Au-PeEL)EBL887591 035 $a(CaPaEBR)ebr10553089 035 $a(EXLCZ)992670000000171103 100 $a20120423d2012 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aNeuromarketing in the B-to-B-sector $eimportance, potential and its implications for brand management /$fFriedrich Gentner 205 $a1st ed. 210 $aHamburg $cDiplomica Verlag$d2012 215 $a1 online resource (77 p.) 300 $aTitle from cover. 311 $a3-8428-7282-8 320 $aIncludes bibliographical references. 327 $aNeuromarketing in the B-to-B-Sector. Importance, potential and its implications for Brand Management; Table of contents; Acknowledgements; Preface; 1 Introduction; 1.1 Outline of the Issue; 1.2 Objective; 1.3 Methodology; 2 Terminology and topical confinement; 2.1 Brand; 2.2 Marketing; 2.3 B-to-B-Marketing and its characteristics; 2.4 Neuromarketing and its limitations; 2.5 Prospects of Neuromarketing; 3 Basics of and findings from Neuromarketing; 3.1 Structure and functioning of the human brain; 3.1.1 The limbic system; 3.1.2 Cognitive processing patterns 327 $a3.1.3 Information processing in the brain3.2 Codes/cues - the four doorways to the customer's brain; 3.2.1 Code no. 1: Language; 3.2.2 Code no. 2: Stories; 3.2.3 Code no. 3: Symbols; 3.2.4 Code no. 4: Sensory stimuli; 3.3 Motives and motive systems; 3.3.1 The three basic motives; 3.3.2 The LimbicŪ approach; 4 Implications of Neuromarketing for B-to-B-Marketing; 4.1 Neuromarketing in regard to B-to-B characteristics; 4.1.1 Derived demand; 4.1.2 Factually rational decision-making criteria; 4.1.3 Formalized decision processes; 4.1.4 Collective decisions; 4.1.5 Small number of buyers 327 $a4.1.6 Frequent and personal interaction4.1.7 Long-term business relationships; 4.1.8 Summary of the comparison; 4.2 Implications for brand management; 4.2.1 Brand's effect on the brain; 4.2.2 Emotionality of brands; 4.2.3 Characteristics of strong brands; 4.2.4 Creating a strong brand; 4.2.5 Brand management in B-to-B; 4.2.6 Brand communication in B-to-B; 5 Application of Neuromarketing at Siemens; 5.1 Siemens corporate brand strategy; 5.1.1 Autonomy; 5.1.2 Security; 5.1.3 Excitement; 5.2 Implementation of Neuromarketing at Siemens; 5.2.1 Verbal codes; 5.2.2 Episodic codes 327 $a5.2.3 Symbolic and sensory codes5.3 Examples from Siemens' "Answer" campaign; 5.3.1 Paradoxical approach example; 5.3.2 Personal approach example; 6 Conclusion; 7 Reference list; List of Figures; List of Tables; Glossary; Der Autor: 330 $aHauptbeschreibungBusiness 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 606 $aNeuromarketing 606 $aIndustrial marketing 606 $aBranding (Marketing) 615 0$aNeuromarketing. 615 0$aIndustrial marketing. 615 0$aBranding (Marketing) 676 $a658.827 700 $aGentner$b Friedrich$01722961 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910820859203321 996 $aNeuromarketing in the B-to-B-sector$94123820 997 $aUNINA