Neuromarketing
Subtitle: exploring the brain of the consumer
By: Leon Zurawicki
Publisher: Springer
Published: 2010
Place of publication: Berlin; London
Language: eng
Number of pages: 273
ISBN-13: 9783540778288; 9783540778295
Subjects: Marketing; Consumer behavior; Neuromarketing; Psychological aspects
Notes: Includes bibliographical references and index.
Table of contents: title: Exploring the brain; title: Consumption as feelings; title: Neural underpinnings of risk handling, developing preference and choosing; title: Neural bases for segmentation and positioning; title: Applying neuroscience and biometrics to the practice of marketing.