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关键词:
Neuromarketing in Food Retailing
书目信息
ISBN:
9789086868438
本馆索书号:
中图分类号:
F7
中文译名:
食品零售中的超级营销
作者:
Elena Horská
编者:
语种:
英语
出版信息
出版社:
Brill
出版地:
出版年:
2017
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版本类型:
原版
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卷期:
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摘要:
内容简介:
'Neuromarketing in food retailing' provides the reader with fundamental theoretical and practical neuromarketing issues applied in food retailing. It covers essential terminology, interdisciplinary relations of neuromarketing and neuropsychology, ethical issues, neuromarketing research methods and applications from the sphere of consumer behaviour, visual merchandising in retailing and services. A final chapter is devoted to the future of neuromarketing including new trends in marketing and technologies as well as augmented reality and virtual reality. The book provides the readers (university students, scholars, retailers and other professionals) with tips on how to use neuromarketing techniques to reveal and understand hidden consumer reactions and make conditions for shopping more convenient and effective.
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