IDEAS home Printed from https://ideas.repec.org/a/eph/journl/v7y2012i4n6.html
   My bibliography  Save this article

A new challenge for contemporary marketing – neuromarketing

Author

Listed:
  • Nicolae Al. POP

    (Academy of Economic Studies, Bucharest)

  • Ana Maria IORGA

    (Academy of Economic Studies, Bucharest)

Abstract

Contemporary 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.

Suggested Citation

  • Nicolae Al. POP & Ana Maria IORGA, 2012. "A new challenge for contemporary marketing – neuromarketing," Management & Marketing, Economic Publishing House, vol. 7(4), Winter.
  • Handle: RePEc:eph:journl:v:7:y:2012:i:4:n:6
    as

    Download full text from publisher

    File URL: http://www.managementmarketing.ro/pdf/articole/288.pdf
    Download Restriction: no

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. repec:eur:ejmsjr:278 is not listed on IDEAS

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:7:y:2012:i:4:n:6. See general 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). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.