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Springer Consumer Neuroscience: Neurowissenschaftliche Grundlagen für den Markenerfolg: 41 (Innovatives Markenmanagement, 41)

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Description

Der Autor stellt die für die Marketingwissenschaft sowie die Praxis relevanten Erkenntnisse der Neurowissenschaften erstmalig in einer umfassenden Darstellung vor. Ihre Bedeutung für die effizientere Markenführung erläutert er an Beispielen bekannter Marken sowie Eigenmarken des Lebensmittelhandels. Mit seiner interdisziplinär angelegten Arbeit schließt der Autor die Lücke zwischen den bisherigen Erkenntnissen der Konsumentenverhaltenswissenschaft und der neurowissenschaftlichen Forschung. Er zeigt ferner, dass 'Neuromarketing' den Anspruch, die Blackbox des Konsumentengehirns zu öffnen, bisher nicht erfüllt.

Product Specifications

Format
paperback
Domain
Amazon UK
Publication Date
28 September 2012
Listed Since
17 October 2012

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