Neuromarketing in the B-to-B-sector : importance, potential and its implications for brand management / / Friedrich Gentner

• Autore: Gentner Friedrich
• Pubblicazione: Hamburg, : Diplomica Verlag, 2012
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (77 p.)
• Disciplina: 658.827
• Soggetto topico: Neuromarketing; Industrial marketing; Branding (Marketing)
• Note generali: Title from cover.
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: Neuromarketing 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 ; 3.1.3 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 Limbic® 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 ; 4.1.6 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 ; 5.2.3 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:
• Sommario/riassunto: HauptbeschreibungBusiness 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
• Titolo autorizzato: Neuromarketing in the B-to-B-sector
• ISBN: 3-8428-2282-0
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910820859203321
• Lo trovi qui: Univ. Federico II