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Einblicke in das Neuromarketing by MD Sadique Shaikh

Einblicke in das Neuromarketing

by MD Sadique Shaikh
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Book cover type: Paperback
  • ISBN13: 9786208590376
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Verlag Unser Wissen
  • Publisher Imprint: Verlag Unser Wissen
  • Publication Date:
  • Pages: 136
  • Original Price: GBP 80.0
  • Language: German
  • Edition: N/A
  • Item Weight: 191 grams
  • BISAC Subject(s): Management

Wie der Name schon sagt, bedeutet Neuromarketing die Anwendung der Gehirnforschung auf die Disziplin des Marketings im Allgemeinen und des digitalen Marketings im Besonderen. Dabei wird die funktionelle Magnetresonanztomographie (fMRI), die Messung der elektrischen Aktivität des Gehirns, oder andere Technologien eingesetzt, um die Reaktionen der Menschen auf kreative Marketingma nahmen wie Werbetexte, Produktbeschreibungen, Preisgestaltung, Verpackungen und Werbung zu messen. Forscher können herausfinden, dass ein bestimmter Reiz im Gehirn der Testpersonen eine Reaktion hervorruft, die mit einem gewünschten Verhalten korreliert (z. B. die Ausschüttung eines Wohlfühlhormons). Als Marketingspezialist möchten Sie diese Ursache-Wirkungs-Beziehungen natürlich kennen, damit Sie die Prinzipien auf Ihre kreative Arbeit anwenden und so Ihre wichtigsten Konversionskennzahlen verbessern können. Dieses Buch erklärt, wie effektiv neurowissenschaftliche Praktiken im Marketing und im Verbraucherverhalten eingesetzt werden können.

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