Description
Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously.
Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.
Author's/Editor's Biography
Dincer Atli (Ed.)
Dincer Atli works as an Assoc. Prof. Dr. at Uskudar University/Turkey. Dr. Atli joined Labor and Employment Relations at Penn State University/USA as a Post-doctoral visiting scholar for academic year 2014/2015. He completed his Ph.D. at Marmara University in 2010. His Ph.D. thesis (Human Resources Managements’ New Vision: Talent Management and a Research On Media Companies), the first in Turkey to focus on the subject of Talent Management, was submitted in 2010. Dr. Atli’s enhanced Ph.D. dissertation was published in 2012 as a book which was the first of its kind regarding Talent Management in Turkey. (2nd edition 2013) His research interests are neruromarketing, consumer neuroscience, human resources, talent management, corporate culture, employer branding, employer attractiveness, media organizations, social media, and virtual worlds.