Neuromarketing in the B-to-B-sector: importance, potential and its implications for brand management
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| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Hamburg
Diplomica Verlag
2012
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| Subjects: | |
| Online Access: | Volltext |
| Item Description: | Cover title Includes bibliographical references "Business administration theory has dealt since its inception with the issue of providing practical support to corporate decision making. For their explanatory models, it has resourced the knowledge body provided by economics, philosophy, sociology, and psychology. In the last few years it increasingly draws also on the findings taken from neuroscience. By means of so-called imaging techniques, neuroscientists can conduct a deeper analysis of the relationships and processes in the brain. The question of how buying decisions occur, and how these may be influenced has finally created Neuromarketing. The findings from this research filed reveal that feelings and emotions play a much greater role than previously supposed and that these can be addressed through brands. However, the management of immaterial values such as brands does not fit well with the predominantly engineering-oriented mindset of top management in B-to-B companies"--Provided by publisher |
| Physical Description: | 1 Online-Ressource (v, 67 p.) |
| ISBN: | 9783842822825 3842822820 9783842872820 3842872828 |
Staff View
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| id | DE-604.BV042963311 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:13:53Z |
| institution | BVB |
| isbn | 9783842822825 3842822820 9783842872820 3842872828 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028389176 |
| oclc_num | 794490207 |
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| physical | 1 Online-Ressource (v, 67 p.) |
| psigel | ZDB-4-EBU FLA_PDA_EBU |
| publishDate | 2012 |
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| spelling | Gentner, Friedrich Verfasser aut Neuromarketing in the B-to-B-sector importance, potential and its implications for brand management Friedrich Gentner Hamburg Diplomica Verlag 2012 1 Online-Ressource (v, 67 p.) txt rdacontent c rdamedia cr rdacarrier Cover title Includes bibliographical references "Business administration theory has dealt since its inception with the issue of providing practical support to corporate decision making. For their explanatory models, it has resourced the knowledge body provided by economics, philosophy, sociology, and psychology. In the last few years it increasingly draws also on the findings taken from neuroscience. By means of so-called imaging techniques, neuroscientists can conduct a deeper analysis of the relationships and processes in the brain. The question of how buying decisions occur, and how these may be influenced has finally created Neuromarketing. The findings from this research filed reveal that feelings and emotions play a much greater role than previously supposed and that these can be addressed through brands. However, the management of immaterial values such as brands does not fit well with the predominantly engineering-oriented mindset of top management in B-to-B companies"--Provided by publisher Branding (Marketing) fast Industrial marketing fast Neuromarketing fast BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Wirtschaft Neuromarketing Industrial marketing Branding (Marketing) http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=794140 Aggregator Volltext |
| spellingShingle | Gentner, Friedrich Neuromarketing in the B-to-B-sector importance, potential and its implications for brand management Branding (Marketing) fast Industrial marketing fast Neuromarketing fast BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Wirtschaft Neuromarketing Industrial marketing Branding (Marketing) |
| title | Neuromarketing in the B-to-B-sector importance, potential and its implications for brand management |
| title_auth | Neuromarketing in the B-to-B-sector importance, potential and its implications for brand management |
| title_exact_search | Neuromarketing in the B-to-B-sector importance, potential and its implications for brand management |
| title_full | Neuromarketing in the B-to-B-sector importance, potential and its implications for brand management Friedrich Gentner |
| title_fullStr | Neuromarketing in the B-to-B-sector importance, potential and its implications for brand management Friedrich Gentner |
| title_full_unstemmed | Neuromarketing in the B-to-B-sector importance, potential and its implications for brand management Friedrich Gentner |
| title_short | Neuromarketing in the B-to-B-sector |
| title_sort | neuromarketing in the b to b sector importance potential and its implications for brand management |
| title_sub | importance, potential and its implications for brand management |
| topic | Branding (Marketing) fast Industrial marketing fast Neuromarketing fast BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Wirtschaft Neuromarketing Industrial marketing Branding (Marketing) |
| topic_facet | Branding (Marketing) Industrial marketing Neuromarketing BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Wirtschaft |
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| work_keys_str_mv | AT gentnerfriedrich neuromarketinginthebtobsectorimportancepotentialanditsimplicationsforbrandmanagement |