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Introduction to Neuromarketing and Consumer Neuroscience

机译:神经营销和消费者神经科学概论

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Neuromarketing, in the simplest form, can be defined as the application of neuroscience to solve the problems of marketing. This is an interdisciplinary area of study which has its foundations in psychology, neuroscience, psychiatry, cognitive and brain sciences, economics, business and other allied fields of study. There is a growing buzz about this area and it has gained significant interest from academics and practitioners. This has also led to a sudden overflow of books on the topic by many authors, most of whom are consultants and practitioners. These books are generally based on their experience and lack the required rigor. This book is one of the first attempts to fill this gap. He is a full-time faculty at Copenhagen Business School in the Marketing Department, where he also has his own neuroscience lab.
机译:神经营销最简单的形式可以定义为应用神经科学解决营销问题。这是一个跨学科的研究领域,其基础是心理学,神经科学,精神病学,认知和脑科学,经济学,商业和其他相关研究领域。关于这一领域的嗡嗡声越来越高,引起了学术界和从业者的极大兴趣。这也导致许多作者(其中大多数是顾问和从业人员)都围绕该主题编写书籍。这些书通常是基于其经验,缺乏严格的要求。这本书是填补这一空白的最早尝试之一。他是市场部哥本哈根商学院的专职教师,在那里还拥有自己的神经科学实验室。

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