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Neuromarketing

Author

Listed:
  • Olivier Droulers

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Bernard Roullet

Abstract

Depuis une vingtaine d?années, les avancées théoriques et technologiques dans les sciences du cerveau ont bouleversé notre façon de comprendre l?être humain, sa pensée et son comportement. Aujourd?hui, les responsables marketing, pour mieux prévoir les décisions des consommateurs, seraient bien inspirés de s?approprier ces derniers progrès neuroscientifiques. L'ouvrage « Neuromarketing - Le marketing revisité par les neurosciences du consommateur » propose de repenser les étapes de la démarche marketing à la lumière des neurosciences afin de donner les clés de l'élaboration d?une stratégie neuromarketing innovante

Suggested Citation

  • Olivier Droulers & Bernard Roullet, 2010. "Neuromarketing," Post-Print halshs-00558440, HAL.
    • Handle: RePEc:hal:journl:halshs-00558440
    as

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