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Neuromarketing in the B-to-B-sector [[electronic resource] ] : importance, potential and its implications for brand management / / Friedrich Gentner
| Neuromarketing in the B-to-B-sector [[electronic resource] ] : importance, potential and its implications for brand management / / Friedrich Gentner |
| Autore | Gentner Friedrich |
| Pubbl/distr/stampa | Hamburg, : Diplomica Verlag, 2012 |
| Descrizione fisica | 1 online resource (77 p.) |
| Disciplina | 658.827 |
| Soggetto topico |
Neuromarketing
Industrial marketing Branding (Marketing) |
| ISBN | 3-8428-2282-0 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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: |
| Record Nr. | UNINA-9910790133303321 |
Gentner Friedrich
|
||
| Hamburg, : Diplomica Verlag, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Neuromarketing in the B-to-B-sector [[electronic resource] ] : importance, potential and its implications for brand management / / Friedrich Gentner
| Neuromarketing in the B-to-B-sector [[electronic resource] ] : importance, potential and its implications for brand management / / Friedrich Gentner |
| Autore | Gentner Friedrich |
| Pubbl/distr/stampa | Hamburg, : Diplomica Verlag, 2012 |
| Descrizione fisica | 1 online resource (77 p.) |
| Disciplina | 658.827 |
| Soggetto topico |
Neuromarketing
Industrial marketing Branding (Marketing) |
| ISBN | 3-8428-2282-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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: |
| Record Nr. | UNINA-9910820859203321 |
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Gentner Friedrich
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| Hamburg, : Diplomica Verlag, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The new brand spirit : how communicating sustainability builds brands, reputations and profits / / Christian Conrad and Marjorie Ellis Thompson
| The new brand spirit : how communicating sustainability builds brands, reputations and profits / / Christian Conrad and Marjorie Ellis Thompson |
| Autore | Conrad Christian A. <1966-, > |
| Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2016 |
| Descrizione fisica | 1 online resource (351 p.) |
| Disciplina | 658.827 |
| Altri autori (Persone) | ThompsonMarjorie <1957-> |
| Soggetto topico |
Social responsibility of business
Sustainable development - Social aspects Social marketing |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-317-02305-6
1-315-55524-7 1-317-02304-8 1-4094-6577-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | part I. The interviews : the questionnaire -- part II. The cases -- part III. Summary and outlook. |
| Record Nr. | UNINA-9910463029603321 |
|
Conrad Christian A. <1966-, >
|
||
| London ; ; New York : , : Routledge, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The new brand spirit : how communicating sustainability builds brands, reputations and profits / / Christian Conrad and Marjorie Ellis Thompson
| The new brand spirit : how communicating sustainability builds brands, reputations and profits / / Christian Conrad and Marjorie Ellis Thompson |
| Autore | Conrad Christian A. <1966-, > |
| Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2016 |
| Descrizione fisica | 1 online resource (351 p.) |
| Disciplina | 658.827 |
| Altri autori (Persone) | ThompsonMarjorie <1957-> |
| Soggetto topico |
Social responsibility of business
Sustainable development - Social aspects Social marketing |
| ISBN |
1-317-02305-6
1-315-55524-7 1-317-02304-8 1-4094-6577-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | part I. The interviews : the questionnaire -- part II. The cases -- part III. Summary and outlook. |
| Record Nr. | UNINA-9910787659403321 |
|
Conrad Christian A. <1966-, >
|
||
| London ; ; New York : , : Routledge, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The new brand spirit : how communicating sustainability builds brands, reputations and profits / / Christian Conrad and Marjorie Ellis Thompson
| The new brand spirit : how communicating sustainability builds brands, reputations and profits / / Christian Conrad and Marjorie Ellis Thompson |
| Autore | Conrad Christian A. <1966-, > |
| Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2016 |
| Descrizione fisica | 1 online resource (351 p.) |
| Disciplina | 658.827 |
| Altri autori (Persone) | ThompsonMarjorie <1957-> |
| Soggetto topico |
Social responsibility of business
Sustainable development - Social aspects Social marketing |
| ISBN |
1-317-02305-6
1-315-55524-7 1-317-02304-8 1-4094-6577-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | part I. The interviews : the questionnaire -- part II. The cases -- part III. Summary and outlook. |
| Record Nr. | UNINA-9910811254303321 |
|
Conrad Christian A. <1966-, >
|
||
| London ; ; New York : , : Routledge, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
New directions in information behaviour [[electronic resource] /] / edited by Amanda Spink and Jannica Heinström ; series editor, Amanda Spink
| New directions in information behaviour [[electronic resource] /] / edited by Amanda Spink and Jannica Heinström ; series editor, Amanda Spink |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Bingley [England], : Emerald Insight, 2011 |
| Descrizione fisica | 1 online resource (339 p.) |
| Disciplina | 658.827 |
| Altri autori (Persone) |
SpinkAmanda
HeinströmJannica |
| Collana | Library and information science |
| Soggetto topico | Information behavior |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-283-32015-0
9786613320155 1-78052-171-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | section 1. Introduction -- section 2. Research history and overview -- section 3. Psychological dimensions -- section 4. Contextual dimensions -- section 5. Emerging dimensions -- section 6. Conclusions and further research. |
| Record Nr. | UNINA-9910461856803321 |
| Bingley [England], : Emerald Insight, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
New directions in information behaviour [[electronic resource] /] / edited by Amanda Spink, Jannica Heinström
| New directions in information behaviour [[electronic resource] /] / edited by Amanda Spink, Jannica Heinström |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Bingley [England], : Emerald Insight, 2011 |
| Descrizione fisica | 1 online resource (339 p.) |
| Disciplina | 658.827 |
| Altri autori (Persone) |
SpinkAmanda
HeinströmJannica <1970-> |
| Collana | Library and information science |
| Soggetto topico |
Language Arts & Disciplines - Library & Information Science - General
Language Arts & Disciplines - Library & Information Science / School Media* Business & Economics - Information Management Information theory Communication studies Information behavior |
| ISBN |
1-283-32015-0
9786613320155 1-78052-171-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | ch. 1. Introduction : new directions in information behaviour / Amanda Spink, Jannica Heinström -- ch. 2. The emergence of conceptual modelling in information behaviour research / David Ellis -- ch. 3. Meta-synthesis with information behaviour research / Christine Urquhart -- ch. 4. Weaving the threads of experience into Human Information Interaction (HII) : probing user experience (UX) for new directions in information behaviour / Heather L. OBrien -- ch. 5. Into the land of adolescent metacognitive knowledge during the information search process : a metacognitive ethnography / Leanne Bowler -- ch. 6. Individual differences in information-related behaviour : what do we know about information styles? / David Bawden, Lyn Robinson -- ch. 7. The theory of information worlds and information behaviour / Gary Burnett, Paul T. Jaeger -- ch. 8. Towards agency--structure integration : a person-in-environment (PIE) framework for modelling individual-level information behaviours and outcomes / Sei-Ching Joanna Sin -- ch. 9. Understanding casual-leisure information behaviour / David Elsweiler, Max L. Wilson, Brian Kirkegaard Lunn -- ch. 10. Information behaviour development in early childhood / Amanda Spink, Jannica Heinström -- ch. 11. Impacts of information : an analysis of spiritual messages / Jarkko Kari -- ch. 12. Conclusions and further research / Amanda Spink, Jannica Heinström. |
| Record Nr. | UNINA-9910789723703321 |
| Bingley [England], : Emerald Insight, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
New directions in information behaviour [[electronic resource] /] / edited by Amanda Spink, Jannica Heinström
| New directions in information behaviour [[electronic resource] /] / edited by Amanda Spink, Jannica Heinström |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Bingley [England], : Emerald Insight, 2011 |
| Descrizione fisica | 1 online resource (339 p.) |
| Disciplina | 658.827 |
| Altri autori (Persone) |
SpinkAmanda
HeinströmJannica <1970-> |
| Collana | Library and information science |
| Soggetto topico |
Language Arts & Disciplines - Library & Information Science - General
Language Arts & Disciplines - Library & Information Science / School Media* Business & Economics - Information Management Information theory Communication studies Information behavior |
| ISBN |
1-283-32015-0
9786613320155 1-78052-171-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | ch. 1. Introduction : new directions in information behaviour / Amanda Spink, Jannica Heinström -- ch. 2. The emergence of conceptual modelling in information behaviour research / David Ellis -- ch. 3. Meta-synthesis with information behaviour research / Christine Urquhart -- ch. 4. Weaving the threads of experience into Human Information Interaction (HII) : probing user experience (UX) for new directions in information behaviour / Heather L. OBrien -- ch. 5. Into the land of adolescent metacognitive knowledge during the information search process : a metacognitive ethnography / Leanne Bowler -- ch. 6. Individual differences in information-related behaviour : what do we know about information styles? / David Bawden, Lyn Robinson -- ch. 7. The theory of information worlds and information behaviour / Gary Burnett, Paul T. Jaeger -- ch. 8. Towards agency--structure integration : a person-in-environment (PIE) framework for modelling individual-level information behaviours and outcomes / Sei-Ching Joanna Sin -- ch. 9. Understanding casual-leisure information behaviour / David Elsweiler, Max L. Wilson, Brian Kirkegaard Lunn -- ch. 10. Information behaviour development in early childhood / Amanda Spink, Jannica Heinström -- ch. 11. Impacts of information : an analysis of spiritual messages / Jarkko Kari -- ch. 12. Conclusions and further research / Amanda Spink, Jannica Heinström. |
| Record Nr. | UNINA-9910808398003321 |
| Bingley [England], : Emerald Insight, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
New technologies and branding / / Philippe Sachetti, Thibaud Zuppinger
| New technologies and branding / / Philippe Sachetti, Thibaud Zuppinger |
| Autore | Sachetti Philippe |
| Pubbl/distr/stampa | London, England ; ; Hoboken, New Jersey : , : ISTE : , : Wiley, , 2018 |
| Descrizione fisica | 1 online resource (219 pages) : illustrations (some color) |
| Disciplina | 658.827 |
| Collana | Innovation, Entrepreneurship, Management Series. Innovation and Technology Set |
| Soggetto topico |
Branding (Marketing)
Online social networks |
| ISBN |
1-119-51054-6
1-119-42299-X 1-119-51055-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910270958803321 |
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Sachetti Philippe
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| London, England ; ; Hoboken, New Jersey : , : ISTE : , : Wiley, , 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Il nome della marca : creazione e strategia / Marcel Botton, Jean-Jack Cegarra, Beatrice Ferrari
| Il nome della marca : creazione e strategia / Marcel Botton, Jean-Jack Cegarra, Beatrice Ferrari |
| Autore | Botton, Marcel |
| Edizione | [Nuova ed] |
| Pubbl/distr/stampa | Milano : Guerini, 1996 |
| Descrizione fisica | 270 p. ; 23 cm |
| Disciplina | 658.827 |
| Altri autori (Persone) |
Cegarra, Jean Jackauthor
Ferrari, Beatriceauthor |
| Soggetto topico | Marchi di fabbrica e di commercio |
| ISBN | 8878027138 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ita |
| Titolo uniforme | |
| Record Nr. | UNISALENTO-991000368629707536 |
|
Botton, Marcel
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| Milano : Guerini, 1996 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. del Salento | ||
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