Neuromarketing and Big Data Analytics for Strategic Consumer Engagement

Emerging Research and Opportunities

Business & Finance, Marketing & Sales, Consumer Behaviour
Cover of the book Neuromarketing and Big Data Analytics for Strategic Consumer Engagement by Joana Coutinho de Sousa, IGI Global
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Author: Joana Coutinho de Sousa ISBN: 9781522548362
Publisher: IGI Global Publication: December 30, 2017
Imprint: Business Science Reference Language: English
Author: Joana Coutinho de Sousa
ISBN: 9781522548362
Publisher: IGI Global
Publication: December 30, 2017
Imprint: Business Science Reference
Language: English

A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer's mind and tailor marketing practices, products, and services. Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities provides emerging information on the issues involved in the field of neuromarketing, including models, technologies, and the methodology of this field. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors seeking current research on the integration of new neuromarketing trends and technologies.

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A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer's mind and tailor marketing practices, products, and services. Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities provides emerging information on the issues involved in the field of neuromarketing, including models, technologies, and the methodology of this field. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors seeking current research on the integration of new neuromarketing trends and technologies.

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