Neuromarketing - new approach to marketing activities

Grbac, Bruno and Vujičić, Maja (2012) Neuromarketing - new approach to marketing activities. In: Marketing challenges in new economy. Sveučilište Jurja Dobrile u Puli. ISBN 978-953-7498-57-3

Puni tekst

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Sažetak

Neuromarketing represents a new interdisciplinary field of study. Namely, it is a connection between knowledge from economy and marketing and knowledge from psychology and medicine. The usage of neuroscientific methods, more precisely, the neuroimaging techniques, is the basic characteristic of neuromarketing. In fact, until now, marketing researches have been based on qualitative and quantitative research methods, while neuroimaging methods provide for absolutely new research capabilities. Traditional research methods are not excluded, but, they are supplemented with new methods. As Lindstrom picturesquely explains: "But if you think of two circles in Venn diagram as representing the two branches of traditional marketing research - quantitative and qualitative - it's time to make room for the new kid on the block: neuromarketing. And in that overlapping region of these circles lies the future of marketing: the key to truly and completely understanding the thoughts, feelings, motivations, needs, and the desires of consumers, of all of us" (Lindstrom, 2008: 6). The great significance of this new field of study lies in the approach, which is based on the thesis "asking the brain, not the person" (Camerer et al., 2004: 573). Namely, in marketing researches the scientists often encounter the problems with obtaining the correct answers. By conducting polls correct answers do not need to be obtained, not only because of the fact that examinees perhaps wittingly do not want to give correct answers, but also because they are not aware of their actual needs and motives. Many experiments have shown that when making choices and decisions, people do not behave completely rationally. Therefore, such type of research and use of neuroimaging techniques could considerably help in understanding individuals' behavior when they are faced with a situation in which they have to make a decision. Thus, the subject of this paper is neuromarketing as a new field of study. The research aims to provide an insight into: characteristics of neuromarketing, new cognitions obtained thanks to researches by means of neuroimaging techniques, and possibilities of implementing new cognitions concerning the upgrade of marketing mix policy. The purpose of the paper is to argue the significance of the new field of study and to encourage considerations in that regard. Although neuromarketing researches are at the beginning, owing to the insights which they have provided, they will certainly further develop. The paper, except introduction and conclusion, includes three parts. After the introduction follows the part in which development and the concept of neuromarketing are discussed. That is followed by an outline of basic details on the brain areas, the brain functions and neuroimaging techniques. The elements of marketing mix and the new cognitions about how to upgrade them are analyzed in the fourth chapter of the continuing part of the paper.

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Tip objekta:	Dio knjige
Mentor:	NIJE ODREĐENO
Dodatne informacije:	e-book
Teme:	6 Tehnologija (primijenjene znanosti) > 65 Menadžment i organizacija industrije, trgovine i komunikacija > 658 Poslovni menadžment, upravljanje, administracija. Organizacija poslovanja > 658.8 Marketing. Prodaja. Prodavanje. Distribucija, raspačavanje
Odjeli:	Odjel za ekonomiju i turizam "Dr. Mijo Mirković"
Datum pohrane:	04 Jul 2013 06:21
Zadnja promjena:	04 Jul 2013 06:21
URI:	http://eknjiznica.unipu.hr/id/eprint/2231

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