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Neuromarketing. Erkenntnisse, Anwendungsmöglichkeiten und Perspektiven by Anonymous

Neuromarketing. Erkenntnisse, Anwendungsmöglichkeiten und Perspektiven

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783668359772
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 62
  • Original Price: USD 39.5
  • Language: German
  • Edition: N/A
  • Item Weight: 91 grams
  • BISAC Subject(s): Marketing / General

Inhaltsverzeichnis Abkürzungsverzeichnis Abbildungsverzeichnis Tabellenverzeichnis 1 Einleitung 2 Theoretische Grundlagen 2.1 Definitionen 2.1.1 Marketing 2.1.2 Marke 2.1.3 Markenführung 2.1.4 Konsument 2.1.5 Neuromarketing 2.2 Aufbau und Funktionsweise des Gehirns 3 Methoden der Neuromarketing-Forschung 3.1 Elektrophysiologische Verfahren 3.1.1 Elektroenzephalografie 3.1.2 Magnetenzephalografie 3.2 Bildgebende Verfahren 3.2.1 Strukturelle Bildgebung 3.2.2 Funktionelle Bildgebung 3.3 Kombination der Bildgebung mit klassischen Erhebungsmethoden 4 Kundenverhalten 4.1 Emotions- und Motivsystem 4.2 Explizites und implizites System 4.3 Determinanten, die das Kaufverhalten beeinflussen 4.3.1 Kulturelle Faktoren 4.3.2 Soziale Faktoren 4.3.3 Persönliche Determinanten 5 Neuromarketing in der Praxis 5.1 Anwendungsmöglichkeiten für die strategische Markenführung 5.1.1 Markenpotenzialbestimmung 5.1.2 Markenrevitalisierung 5.1.3 Markentransfer 5.1.4 Co-Branding 5.2 Anwendungsmöglichkeiten für die operative Markenführung 5.2.1 Markenaufbau und -modifikation 5.2.2 Entwicklung starker Marken aus Sicht des Gehirns 5.2.3 Entwicklung effizienter Markenkommunikation aus Sicht des Gehirns 5.3 Einsatz von Neuromarketing am Point of Sale 6 Grenzen des Neuromarketing 6.1 Methodische Grenzen 6.2 Organisatorische Grenzen 6.3 Technische Grenzen 6.4 Finanzielle Grenzen 7 Fazit 8 Literaturverzeichnis

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