A new challenge for contemporary marketing – neuromarketing
AbstractContemporary marketing is constantly subject to challenges generated by the evolution of market relations. Promoting the holistic conception in marketing determines new theoretical and practical urges in the field. The article shapes conceptual aspects of this new challenge, i.e. neuromarketing. In the context of developing neuroscience - in general – and of neuroeconomy - particularly – one analyzes the main viewpoints of the specialized literature regarding this new field of knowledge. The new border science or simply the management tool in behavioral researches is the key question that authors are confronted with. Investigation techniques used by neuromarketing are subject to a comparative analysis, from the viewpoint of their applications in marketing research. The ideas of the study are completed by examples on applicative issues and the ethics issue in neuromarketing. By causing changes in the physical aspect of marketing researchers, the new field opens a new path to accessing, in depth, the buyer’s behavioral decision mechanism.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Economic Publishing House in its journal Management & Marketing.
Volume (Year): 7 (2012)
Issue (Month): 4 (Winter)
Contact details of provider:
neuroeconomy; neuromarketing; investigation techniques; neuromarketing ethics; neuromarketing applications.;
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache).
If references are entirely missing, you can add them using this form.