Neuromarketing in food retailing:
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Wageningen
Wageningen Academic Publishers
2017
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| Ausgabe: | 1. publ. |
| Schriftenreihe: | Foodcost
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 169 Seiten Illustrationen, Diagramme |
| ISBN: | 9789086863006 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804176814753447936 |
|---|---|
| adam_text | Titel: Neuromarketing in food retailing
Autor: Horská, Elena
Jahr: 2017
Table of contents
Preface ii
1. Essential terminology of neuromarketing 13
J. Bercik
Abstract 13
1.1 The brief history of neuromarketing 14
1.2 The definition of neuromarketing 18
1.3 The importance of neuromarketing 21
1.4 The nervous system and the human brain 27
1.5 The emotions 29
1.6 The memory 31
1.7 The senses 32
References 33
2. Interdisciplinary relations of neuromarketing and neuropsychology 37
J. Bercik
Abstract 37
2.1 Integration of scientific disciplines 38
2.2 Interdisciplinary relations with psychology 40
2.3 Interdisciplinary relations with neuroscience 42
2.4 Interdisciplinary relations with neuroeconomy 44
2.5 Interdisciplinary relations with neuromanagement 45
2.6 Interdisciplinary relations with sensory marketing 46
2.7 The benefits of neuroscience 47
2.8 The prospect of neuromarketing 47
References 48
3. Ethical issues of neuromarketing 51
M. Petz and R. Haas
Abstract 51
3.1 Some views about neuromarketing 52
3.2 The broad scope of neuromarketing 54
3.3 Ethical code of neuromarketing 55
3.4 Ethical issues affecting neuromarketing 56
References 74
Appendix: The NMSBA Code of Ethics 79
4. Methods used in neuromarketing 83
J. Bercîk andJ. Rybanska
Abstract 83
4.1 Introduction to neuromarketing methods 84
4.1 Methods of measuring brain signals 86
4.3 Methods of measuring biométrie signals 91
4.4 Combining multiple research methods into a single unit 97
References 100
5. Application of neuromarketing in communication with the customer 103
B. Borusiak, B. Pieranski, D. Brohm and N. Domurath
Abstract 103
5.1 Nature and objectives of in-store communication 104
5.2 Classification of the forms of in-store communications 105
5.3 Retailer s marketing instruments as forms of communication 106
5.4 Visual merchandising techniques 109
3.5 New trends in in-store communication 112
5.6 Web 2.0 and its possibilities in communication with the customer 113
5.7 Influencing online purchase decisions and how to handle the modern web 114
References 116
6. Application of neuromarketing in retailing and merchandising
jC. Nagyovâ, E. Horskâ andJ. Bercik
Abstract
6.1 Merchandising in retailing
6.2 Visual merchandising in retailing
6.3 Sensory merchandising in retailing
6.4 Application of neuromarketing in visual merchandising
References
7. Application of neuromarketing in visual merchandising in services
J. Paluchovd, J. Bercik andK. Neomdniovd
Abstract
7.1 Consumer and his/her senses in service marketing
7.2 Visual merchandising in services
7.3 Application of neuromarketing in service
References
8. Future of neuromarketing
L. Loijens
Abstract
8.1 The neuro part of neuromarketing
8.2 Ethical, methodological and financial issues in neuromarketing
8.3 Traditional marketing research methods are still valuable
8.4 New trends in marketing and technology
References
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| isbn | 9789086863006 |
| language | English |
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| publishDate | 2017 |
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| series2 | Foodcost |
| spelling | Neuromarketing in food retailing edited by: Elena Horskáand Jakub Berčík 1. publ. Wageningen Wageningen Academic Publishers 2017 169 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Foodcost Neuromarketing (DE-588)7601901-9 gnd rswk-swf Lebensmitteleinzelhandel (DE-588)4034878-7 gnd rswk-swf Lebensmitteleinzelhandel (DE-588)4034878-7 s Neuromarketing (DE-588)7601901-9 s b DE-604 Horska, Elena edt Berčík, Jakub Sonstige (DE-588)1186099984 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029315611&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| subject_GND | (DE-588)7601901-9 (DE-588)4034878-7 |
| title | Neuromarketing in food retailing |
| title_auth | Neuromarketing in food retailing |
| title_exact_search | Neuromarketing in food retailing |
| title_full | Neuromarketing in food retailing edited by: Elena Horskáand Jakub Berčík |
| title_fullStr | Neuromarketing in food retailing edited by: Elena Horskáand Jakub Berčík |
| title_full_unstemmed | Neuromarketing in food retailing edited by: Elena Horskáand Jakub Berčík |
| title_short | Neuromarketing in food retailing |
| title_sort | neuromarketing in food retailing |
| topic | Neuromarketing (DE-588)7601901-9 gnd Lebensmitteleinzelhandel (DE-588)4034878-7 gnd |
| topic_facet | Neuromarketing Lebensmitteleinzelhandel |
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