Neuromarketing in the B-to-B-sector :: importance, potential and its implications for brand management /
"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 incr...
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Hamburg :
Diplomica Verlag,
2012.
|
| Subjects: | |
| Online Access: | DE-862 DE-863 |
| Summary: | "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. |
| Item Description: | Cover title. |
| Physical Description: | 1 online resource (v, 67 pages) : illustrations |
| Bibliography: | Includes bibliographical references. |
| ISBN: | 9783842822825 3842822820 |
Staff View
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| 245 | 1 | 0 | |a Neuromarketing in the B-to-B-sector : |b importance, potential and its implications for brand management / |c Friedrich Gentner. |
| 260 | |a Hamburg : |b Diplomica Verlag, |c 2012. | ||
| 300 | |a 1 online resource (v, 67 pages) : |b illustrations | ||
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| 500 | |a Cover title. | ||
| 504 | |a Includes bibliographical references. | ||
| 520 | |a "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. | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a Neuromarketing in the B-to-B-Sector. Importance, potential and its implications for Brand Management; Table of contents; Acknowledgements; Preface; 1 Introduction; 1.1 Outline of the Issue; 1.2 Objective; 1.3 Methodology; 2 Terminology and topical confinement; 2.1 Brand; 2.2 Marketing; 2.3 B-to-B-Marketing and its characteristics; 2.4 Neuromarketing and its limitations; 2.5 Prospects of Neuromarketing; 3 Basics of and findings from Neuromarketing; 3.1 Structure and functioning of the human brain; 3.1.1 The limbic system; 3.1.2 Cognitive processing patterns | |
| 505 | 8 | |a 3.1.3 Information processing in the brain3.2 Codes/cues -- the four doorways to the customer's brain; 3.2.1 Code no. 1: Language; 3.2.2 Code no. 2: Stories; 3.2.3 Code no. 3: Symbols; 3.2.4 Code no. 4: Sensory stimuli; 3.3 Motives and motive systems; 3.3.1 The three basic motives; 3.3.2 The Limbic® approach; 4 Implications of Neuromarketing for B-to-B-Marketing; 4.1 Neuromarketing in regard to B-to-B characteristics; 4.1.1 Derived demand; 4.1.2 Factually rational decision-making criteria; 4.1.3 Formalized decision processes; 4.1.4 Collective decisions; 4.1.5 Small number of buyers | |
| 505 | 8 | |a 4.1.6 Frequent and personal interaction4.1.7 Long-term business relationships; 4.1.8 Summary of the comparison; 4.2 Implications for brand management; 4.2.1 Brand's effect on the brain; 4.2.2 Emotionality of brands; 4.2.3 Characteristics of strong brands; 4.2.4 Creating a strong brand; 4.2.5 Brand management in B-to-B; 4.2.6 Brand communication in B-to-B; 5 Application of Neuromarketing at Siemens; 5.1 Siemens corporate brand strategy; 5.1.1 Autonomy; 5.1.2 Security; 5.1.3 Excitement; 5.2 Implementation of Neuromarketing at Siemens; 5.2.1 Verbal codes; 5.2.2 Episodic codes | |
| 505 | 8 | |a 5.2.3 Symbolic and sensory codes5.3 Examples from Siemens' "Answer" campaign; 5.3.1 Paradoxical approach example; 5.3.2 Personal approach example; 6 Conclusion; 7 Reference list; List of Figures; List of Tables; Glossary; Der Autor: | |
| 650 | 0 | |a Neuromarketing. |0 http://id.loc.gov/authorities/subjects/sh2007005546 | |
| 650 | 0 | |a Industrial marketing. |0 http://id.loc.gov/authorities/subjects/sh85065897 | |
| 650 | 0 | |a Branding (Marketing) |0 http://id.loc.gov/authorities/subjects/sh2007006470 | |
| 650 | 6 | |a Neuromarketing. | |
| 650 | 6 | |a Marketing industriel. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 7 | |a branding. |2 aat | |
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| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
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| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Industrial marketing |2 fast | |
| 650 | 7 | |a Neuromarketing |2 fast | |
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| 776 | 0 | 8 | |i Print version: |a Gentner, Friedrich. |t Neuromarketing in the B-to-B-sector. |d Hamburg : Diplomica-Verlag, 2012 |z 9783842872820 |w (OCoLC)796089172 |
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Record in the Search Index
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| author_facet | Gentner, Friedrich |
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| contents | Neuromarketing in the B-to-B-Sector. Importance, potential and its implications for Brand Management; Table of contents; Acknowledgements; Preface; 1 Introduction; 1.1 Outline of the Issue; 1.2 Objective; 1.3 Methodology; 2 Terminology and topical confinement; 2.1 Brand; 2.2 Marketing; 2.3 B-to-B-Marketing and its characteristics; 2.4 Neuromarketing and its limitations; 2.5 Prospects of Neuromarketing; 3 Basics of and findings from Neuromarketing; 3.1 Structure and functioning of the human brain; 3.1.1 The limbic system; 3.1.2 Cognitive processing patterns 3.1.3 Information processing in the brain3.2 Codes/cues -- the four doorways to the customer's brain; 3.2.1 Code no. 1: Language; 3.2.2 Code no. 2: Stories; 3.2.3 Code no. 3: Symbols; 3.2.4 Code no. 4: Sensory stimuli; 3.3 Motives and motive systems; 3.3.1 The three basic motives; 3.3.2 The Limbic® approach; 4 Implications of Neuromarketing for B-to-B-Marketing; 4.1 Neuromarketing in regard to B-to-B characteristics; 4.1.1 Derived demand; 4.1.2 Factually rational decision-making criteria; 4.1.3 Formalized decision processes; 4.1.4 Collective decisions; 4.1.5 Small number of buyers 4.1.6 Frequent and personal interaction4.1.7 Long-term business relationships; 4.1.8 Summary of the comparison; 4.2 Implications for brand management; 4.2.1 Brand's effect on the brain; 4.2.2 Emotionality of brands; 4.2.3 Characteristics of strong brands; 4.2.4 Creating a strong brand; 4.2.5 Brand management in B-to-B; 4.2.6 Brand communication in B-to-B; 5 Application of Neuromarketing at Siemens; 5.1 Siemens corporate brand strategy; 5.1.1 Autonomy; 5.1.2 Security; 5.1.3 Excitement; 5.2 Implementation of Neuromarketing at Siemens; 5.2.1 Verbal codes; 5.2.2 Episodic codes 5.2.3 Symbolic and sensory codes5.3 Examples from Siemens' "Answer" campaign; 5.3.1 Paradoxical approach example; 5.3.2 Personal approach example; 6 Conclusion; 7 Reference list; List of Figures; List of Tables; Glossary; Der Autor: |
| ctrlnum | (OCoLC)794490207 |
| dewey-full | 658.827 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.827 |
| dewey-search | 658.827 |
| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | ZDB-4-EBU-ocn794490207 |
| illustrated | Illustrated |
| indexdate | 2025-03-18T14:27:39Z |
| institution | BVB |
| isbn | 9783842822825 3842822820 |
| language | English |
| oclc_num | 794490207 |
| open_access_boolean | |
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| physical | 1 online resource (v, 67 pages) : illustrations |
| psigel | ZDB-4-EBU FWS_PDA_EBU ZDB-4-EBU |
| publishDate | 2012 |
| publishDateSearch | 2012 |
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| spelling | Gentner, Friedrich. Neuromarketing in the B-to-B-sector : importance, potential and its implications for brand management / Friedrich Gentner. Hamburg : Diplomica Verlag, 2012. 1 online resource (v, 67 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier polychrome. rdacc http://rdaregistry.info/termList/RDAColourContent/1003 text file rdaft http://rdaregistry.info/termList/fileType/1002 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. Print version record. Neuromarketing in the B-to-B-Sector. Importance, potential and its implications for Brand Management; Table of contents; Acknowledgements; Preface; 1 Introduction; 1.1 Outline of the Issue; 1.2 Objective; 1.3 Methodology; 2 Terminology and topical confinement; 2.1 Brand; 2.2 Marketing; 2.3 B-to-B-Marketing and its characteristics; 2.4 Neuromarketing and its limitations; 2.5 Prospects of Neuromarketing; 3 Basics of and findings from Neuromarketing; 3.1 Structure and functioning of the human brain; 3.1.1 The limbic system; 3.1.2 Cognitive processing patterns 3.1.3 Information processing in the brain3.2 Codes/cues -- the four doorways to the customer's brain; 3.2.1 Code no. 1: Language; 3.2.2 Code no. 2: Stories; 3.2.3 Code no. 3: Symbols; 3.2.4 Code no. 4: Sensory stimuli; 3.3 Motives and motive systems; 3.3.1 The three basic motives; 3.3.2 The Limbic® approach; 4 Implications of Neuromarketing for B-to-B-Marketing; 4.1 Neuromarketing in regard to B-to-B characteristics; 4.1.1 Derived demand; 4.1.2 Factually rational decision-making criteria; 4.1.3 Formalized decision processes; 4.1.4 Collective decisions; 4.1.5 Small number of buyers 4.1.6 Frequent and personal interaction4.1.7 Long-term business relationships; 4.1.8 Summary of the comparison; 4.2 Implications for brand management; 4.2.1 Brand's effect on the brain; 4.2.2 Emotionality of brands; 4.2.3 Characteristics of strong brands; 4.2.4 Creating a strong brand; 4.2.5 Brand management in B-to-B; 4.2.6 Brand communication in B-to-B; 5 Application of Neuromarketing at Siemens; 5.1 Siemens corporate brand strategy; 5.1.1 Autonomy; 5.1.2 Security; 5.1.3 Excitement; 5.2 Implementation of Neuromarketing at Siemens; 5.2.1 Verbal codes; 5.2.2 Episodic codes 5.2.3 Symbolic and sensory codes5.3 Examples from Siemens' "Answer" campaign; 5.3.1 Paradoxical approach example; 5.3.2 Personal approach example; 6 Conclusion; 7 Reference list; List of Figures; List of Tables; Glossary; Der Autor: Neuromarketing. http://id.loc.gov/authorities/subjects/sh2007005546 Industrial marketing. http://id.loc.gov/authorities/subjects/sh85065897 Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Neuromarketing. Marketing industriel. Stratégie de marque. branding. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Branding (Marketing) fast Industrial marketing fast Neuromarketing fast has work: Neuromarketing in the b-to-b-sector (Text) https://id.oclc.org/worldcat/entity/E39PCGfPtyPCYY449FqGcbGvHC https://id.oclc.org/worldcat/ontology/hasWork Print version: Gentner, Friedrich. Neuromarketing in the B-to-B-sector. Hamburg : Diplomica-Verlag, 2012 9783842872820 (OCoLC)796089172 |
| spellingShingle | Gentner, Friedrich Neuromarketing in the B-to-B-sector : importance, potential and its implications for brand management / Neuromarketing in the B-to-B-Sector. Importance, potential and its implications for Brand Management; Table of contents; Acknowledgements; Preface; 1 Introduction; 1.1 Outline of the Issue; 1.2 Objective; 1.3 Methodology; 2 Terminology and topical confinement; 2.1 Brand; 2.2 Marketing; 2.3 B-to-B-Marketing and its characteristics; 2.4 Neuromarketing and its limitations; 2.5 Prospects of Neuromarketing; 3 Basics of and findings from Neuromarketing; 3.1 Structure and functioning of the human brain; 3.1.1 The limbic system; 3.1.2 Cognitive processing patterns 3.1.3 Information processing in the brain3.2 Codes/cues -- the four doorways to the customer's brain; 3.2.1 Code no. 1: Language; 3.2.2 Code no. 2: Stories; 3.2.3 Code no. 3: Symbols; 3.2.4 Code no. 4: Sensory stimuli; 3.3 Motives and motive systems; 3.3.1 The three basic motives; 3.3.2 The Limbic® approach; 4 Implications of Neuromarketing for B-to-B-Marketing; 4.1 Neuromarketing in regard to B-to-B characteristics; 4.1.1 Derived demand; 4.1.2 Factually rational decision-making criteria; 4.1.3 Formalized decision processes; 4.1.4 Collective decisions; 4.1.5 Small number of buyers 4.1.6 Frequent and personal interaction4.1.7 Long-term business relationships; 4.1.8 Summary of the comparison; 4.2 Implications for brand management; 4.2.1 Brand's effect on the brain; 4.2.2 Emotionality of brands; 4.2.3 Characteristics of strong brands; 4.2.4 Creating a strong brand; 4.2.5 Brand management in B-to-B; 4.2.6 Brand communication in B-to-B; 5 Application of Neuromarketing at Siemens; 5.1 Siemens corporate brand strategy; 5.1.1 Autonomy; 5.1.2 Security; 5.1.3 Excitement; 5.2 Implementation of Neuromarketing at Siemens; 5.2.1 Verbal codes; 5.2.2 Episodic codes 5.2.3 Symbolic and sensory codes5.3 Examples from Siemens' "Answer" campaign; 5.3.1 Paradoxical approach example; 5.3.2 Personal approach example; 6 Conclusion; 7 Reference list; List of Figures; List of Tables; Glossary; Der Autor: Neuromarketing. http://id.loc.gov/authorities/subjects/sh2007005546 Industrial marketing. http://id.loc.gov/authorities/subjects/sh85065897 Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Neuromarketing. Marketing industriel. Stratégie de marque. branding. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Branding (Marketing) fast Industrial marketing fast Neuromarketing fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh2007005546 http://id.loc.gov/authorities/subjects/sh85065897 http://id.loc.gov/authorities/subjects/sh2007006470 |
| 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 | Neuromarketing. http://id.loc.gov/authorities/subjects/sh2007005546 Industrial marketing. http://id.loc.gov/authorities/subjects/sh85065897 Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Neuromarketing. Marketing industriel. Stratégie de marque. branding. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Branding (Marketing) fast Industrial marketing fast Neuromarketing fast |
| topic_facet | Neuromarketing. Industrial marketing. Branding (Marketing) Marketing industriel. Stratégie de marque. branding. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. Industrial marketing Neuromarketing |
| work_keys_str_mv | AT gentnerfriedrich neuromarketinginthebtobsectorimportancepotentialanditsimplicationsforbrandmanagement |