| Description |
1 online resource : illustrations |
| Series |
Management for professionals |
|
Management for professionals.
|
| Contents |
Multisensory Experiences in Digital Media -- A Good Product Name in the Semantic Network: Implicit Methods for Naming -- Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design -- Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is Shot -- Toward an Engagement-Centric Sports Rights Valuation Model: Using Large-Scale Electrodermal Monitoring to Measure and Value Sports Broadcasting -- Love at First Click: Why Emotion Measurement Ensures the Economic Success of Online Services -- Leveraging Neuroscience-Based Insights to Improve Customer Experience -- Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience -- Beyond Neuromarketing: How Neuroscience Is Penetrating New Areas of Business -- Anticipated Regret in Decision-Making and Behaviour Change |
| Summary |
This book shows how neuromarketing works in practice. It describes how companies can use the methods and insights of neuroscience to make better decisions themselves. It brings together real-world use cases in the area of applied neuroscience, collected from the globally leading consumer neuroscience companies and their clients. The use cases come from a variety of business areas, from advertising research to store design, from finding the right name for a brand to designing a compelling website. The book reveals how clients engage in neuromarketing; the business problems they can encounter, and have encountered, solving with this new approach; and the values they generate |
| Bibliography |
Includes bibliographical references |
| Notes |
Translated from German |
|
Online resource; title from PDF title page (SpringerLink, viewed January 20, 2022) |
| Subject |
Neuromarketing.
|
|
Neuromarketing
|
| Form |
Electronic book
|
| Author |
Briesemeister, Benny B., editor
|
|
Selmer, Werner Klaus, editor
|
| ISBN |
9783658351854 |
|
3658351853 |
|
