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Neuromarketing. Innovation oder Hype im Marketing?

Neuromarketing. Innovation oder Hype im Marketing?


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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Pädagogische Hochschule Freiburg im Breisgau, Veranstaltung: Wirtschaftswerbung gestern und heute, Sprache: Deutsch, Abstract: Die Worte des Warenhausbesitzers John Wanamaker sind nach hundert Jahren noch immer äußerst aktuell: "Die Hälfte meines Werbeetats ist verschwendet. Das Problem ist: Ich weiß nicht, welche Hälfte". Heute scheitern etwa 80 Prozent der neu eingeführten Produkte, obwohl im Vorfeld intensiv Marktforschung betrieben wurde. Jedes Jahr müssen deswegen etwa 20.000 Produkte nach kurzer Zeit wieder vom weltweiten Markt genommen werden. Nach Angaben der Gesellschaft für Konsumforschung (GfK) wird dadurch jährlich eine Summe von 10 Milliarden Euro verschwendet. Die Schlussfolgerung, dass die bisherigen Steuerungs- und Planungsinstrumente der Marketing-Fachleute unzureichend sind, liegt nahe. Die klassische Marktforschung stößt an ihre Grenzen, denn Käufer können keine Auskunft für ihre Urteile und Präferenzen geben, da viele Signale unbewusst wirken und Kaufentscheidungen "aus dem Bauch heraus" getroffen werden. Die Konsumforscher gieren folglich nach objektiven Methoden. Diese liefert die klinische Neurologie: Gehirnscans sind gemeinhin unbestechlich. Sie sind weder unentschlossen noch verweigern sie die Aussage oder schließen sich, wie es oft in Gruppendiskussionen geschieht, der Mehrheitsmeinung an. Die objektiven Daten des "Neuroimaging" suggerieren auf den ersten Blick Einfachheit und Eindeutigkeit und tragen damit zum aktuellen Interesse an der Art der Forschung bei. Ziel dieser Arbeit ist es, wichtige Erkenntnisse der Hirnforschung zusammenzutragen, bedeutende Ergebnisse des Neuromarketings darzustellen und ein Modell für die Marketingpraxis vorzustellen. Zu guter Letzt wird der Blick in die Zukunft wandern: Inwieweit ist Neuromarketing innovativ? Handelt es sich bei dieser jungen Disziplin nur um einen Hype oder revolutioniert der Blick in da


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Product Details
  • ISBN-13: 9783656432715
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3656432716
  • Publisher Date: 21 Jun 2013
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Weight: 141 gr


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