How Companies use Neuromarketing to Build their Customer Base

završni rad

• Autor: Sahar Elkhalifa
• Mentor: Mario Spremić (mentor)
• Ustanova koja je dodijelila akademski / stručni stupanj: Sveučilište u Zagrebu; Ekonomski fakultet; (Katedra za informatiku); Zagreb
• Datum i država obrane: 2022-09-26, Hrvatska
• Znanstveno / umjetničko područje, polje i grana: DRUŠTVENE ZNANOSTI; Ekonomija; Marketing

Sažetak

This research paper will discuss the importance of neuromarketing, and how it has helped companies build their customer base. The research paper will first dive into the inception of neuromarketing. Furthermore, it will provide an understanding of what neuromarketing is, and the tools it uses to carry out experiments such as fMRI, PET, EEG, eye tracking gaze and biometrics whilst, discussing their advantages and disadvantages. This research paper will also evaluate the ways in which leading companies successfully implemented neuromarketing techniques and what the implications of those were. Finally, the study will discuss the challenges of neuromarketing including its legal aspects, alongside it's advantages. In this research paper, I will gather information mainly through primary sources consisting of research studies, books, websites, journals, and scientific articles. Based on the findings gathered from this paper we can conclude that neuromarketing is an important play in marketing today.

• Ključne riječi: Neuromarketing; marketing; neuroscience
• Jezik: engleski
• URN:NBN: urn:nbn:hr:148:084131
• Studijski program: Naziv: Bachelor Degree in Business; Vrsta studija: sveučilišni; Stupanj studija: preddiplomski; Akademski / stručni naziv: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (univ.bacc.oec.)
• Vrsta resursa: Tekst
• Način izrade datoteke: Izvorno digitalna
• Prava pristupa: Pristup korisnicima matične ustanove
• Datum i vrijeme pohrane: 2022-09-26 18:35:21