The aim of this paper is to analyze the theoretical and methodological approaches to the study of neuro- marketing for designing business strategies. The initial question is based on incorporating advances in neuro-marketing to the field of strategic direction. The research method used is to review the literature to study this phenomenon. The main conclusion is that neuro-marketing allows us to know the customer's reactions in terms of brain activation without the need to appeal to the report of his conscious experience. In consequence the firms will be able to develop capacities and valuable resources to create focal strategies.
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