REJUVENATING THE MARKETING MIX THROUGH NEUROMARKETING TO CULTIVATE THE GREEN CONSUMER
نویسندگان
چکیده
منابع مشابه
Neuromarketing: Inside the mind of the consumer
Managers today are under tremendous pressure to uncover factors driving customers’ attitudes and behavior that can serve a source of competitive advantage. Unfortunately, traditional methods of generating customer insights suffer from well-known limitations, and have remained largely unchanged since their introduction decades ago. As a result, there is growing interest in brain-based approaches...
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BACKGROUND 'Neuromarketing' is a term that has often been used in the media in recent years. These public discussions have generally centered around potential ethical aspects and the public fear of negative consequences for society in general, and consumers in particular. However, positive contributions to the scientific discourse from developing a biological model that tries to explain context...
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ژورنال
عنوان ژورنال: International Journal of Industrial Management
سال: 2020
ISSN: 0127-564X,2289-9286
DOI: 10.15282/ijim.5.0.2020.5623