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Perspetiva do Neuromarketing by MD Sadique Shaikh

Perspetiva do Neuromarketing

by MD Sadique Shaikh
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Book cover type: Paperback
  • ISBN13: 9786208590475
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Publication Date:
  • Pages: 128
  • Original Price: GBP 80.0
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 182 grams
  • BISAC Subject(s): Management

Como o nome sugere, neuromarketing significa a aplicação da investigação baseada no cérebro à disciplina do marketing em geral e do marketing digital em particular. Envolve a utilização de imagens de ressonância magnética funcional (fMRI), a medição da atividade eléctrica do cérebro ou outras tecnologias utilizadas para medir as respostas das pessoas às criações de marketing, tais como redação, descrições de produtos, preços, embalagens e publicidade. Os investigadores podem descobrir que um determinado estímulo provoca uma resposta no cérebro dos indivíduos testados que está correlacionada com um comportamento desejado (por exemplo, a libertação de uma hormona de "bem-estar"). Obviamente, como profissional de marketing, gostaria de conhecer estas relações de causa e efeito para poder aplicar os princípios à sua criatividade e, assim, melhorar as suas principais métricas de conversão. Este livro explica tudo sobre como as práticas da neurociência podem ser efetivamente úteis e implementáveis no Marketing e no comportamento do consumidor.

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