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Aperçu du neuromarketing by Shaikh, MD Sadique

Aperçu du neuromarketing

by MD Sadique Shaikh
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Book cover type: Paperback
  • ISBN13: 9786208590420
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Editions Notre Savoir
  • Publisher Imprint: Editions Notre Savoir
  • Publication Date:
  • Pages: 132
  • Original Price: GBP 80.0
  • Language: French
  • Edition: N/A
  • Item Weight: 186 grams
  • BISAC Subject(s): Management

Comme son nom l'indique, le neuromarketing est l'application de la recherche sur le cerveau à la discipline du marketing en général et du marketing numérique en particulier. Il implique l'utilisation de l'imagerie par résonance magnétique fonctionnelle (IRMf), la mesure de l'activité électrique du cerveau, ou d'autres technologies utilisées pour mesurer les réactions des personnes aux créations marketing, telles que la rédaction, les descriptions de produits, la tarification, l'emballage et la publicité. Les chercheurs peuvent découvrir qu'un stimulus particulier provoque une réaction dans le cerveau des sujets testés qui est en corrélation avec un comportement souhaité (par exemple, la libération d'une hormone de bien-être). En tant que spécialiste du marketing, vous souhaiteriez évidemment connaître ces relations de cause à effet afin d'appliquer ces principes à vos créations et d'améliorer ainsi vos principaux indicateurs de conversion. Ce livre explique comment les pratiques neuroscientifiques peuvent être utiles et applicables au marketing et au comportement des consommateurs.

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