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Neuromarketing

Neuromarketing


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About the Book

Hauptaufgabe des Marketings ist es, Kunden mit passenden Produkten zu verbinden. Doch genau dieser Aufgabe erfolgreich nachzugehen, fällt immer schwerer in einer Welt voller substituierbarer Produkte und Dienstleistungen. Dazu kommt die Erkenntnis daru]ber, dass der Konsument sich selbst aus dem "Information Overload" nicht retten kann, da er nicht imstande ist, seine Präferenzen präzise genug zu verbalisieren. Was den Konsumenten steuert sind Motive, Emotionen und zum größten Teil sein Unbewusstsein. Die klassische Marktforschung stößt somit allmählich an ihre Grenzen und die logische Weiterentwicklung daraus ist die Neuroökonomie. Dies ist eine neue wissenschaftliche Disziplin aus den Gebieten der Kognitions- und Neurowissenschaften, Psychologie und Ökonomie, die versucht anhand moderner, bildgebender Verfahren aus der Hirnforschung Erkenntniszuwächse u]ber die Entscheidungsfindung des Konsumenten zu erlangen. Durch Hilfe des Neuromarketing hoffen Wissenschaftler und Marketingexperten, neue Erkenntnisse u]ber das Verhalten des Konsumenten zu erlangen, die bisher durch konventionelle Marktforschungsinstrumente nicht möglich waren, um damit Konsumenten in Zukunft gezielter adressieren zu können. Das vorliegende Buch untersucht und hinterfragt bisherige Erkenntnisse der jungen Disziplin, bezieht diese auf konkrete Praxisbeispiele und gibt einen Überblick darüber, wie Marketeers zu der Forschungsrichtung im Bezug auf Praxisrelevanz stehen.
About the Author: Felix Ilse, B.A., wurde 1988 in Göttingen geboren. Nach mehreren Praktika im Bereich Marketing begann er 2009 sein Studium der Betriebswirtschaftslehre in Konstanz. Schon während des Studiums beschäftigte er sich vermehrt mit dem Thema Entscheidungsfindung im Kaufprozess und Markenkommunikation. Durch einen Vortrag des Neuromarketingexperten Prof. Kenning in Konstanz und während eines anschließenden Praktikums bei der Werbeagentur Jung von Matt in Hamburg, beschloss er, sich mit dem Thema Neuromarketing weiter auseinanderzusetzen.


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Product Details
  • ISBN-13: 9783955490652
  • Publisher: Bachelor + Master Publishing
  • Publisher Imprint: Bachelor + Master Publishing
  • Height: 254 mm
  • No of Pages: 68
  • Series Title: German
  • Sub Title: Was passiert im Kopf des Konsumenten? Ein Einblick in die Neuroökonomie und deren Nutzen für die Marktforschung
  • Width: 178 mm
  • ISBN-10: 3955490653
  • Publisher Date: 24 Jan 2013
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 186 gr


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