Neuromarketing in the B-to-B-sector : importance, potential and its implications for brand management / Friedrich Gentner.

Format:

Book

Author/Creator:

Gentner, Friedrich.

Language:

English

Subjects (All):

Neuromarketing.

Industrial marketing.

Branding (Marketing).

Physical Description:

1 online resource (77 p.)

Edition:

1st ed.

Place of Publication:

Hamburg : Diplomica Verlag, 2012.

Language Note:

English

Summary:

HauptbeschreibungBusiness administration theory has dealt since its inception with the issue of providing practical support to corporate decision making. For their explanatory models, it has resourced the knowledge body provided by economics, philosophy, sociology, and psychology. In the last few years it increasingly draws also on the findings taken from neuroscience. By means of so-called imaging techniques, neuroscientists can conduct a deeper analysis of the relationships and processes in the brain. The question of how buying decisions occur, and how these may be influenced has

Contents:

Neuromarketing in the B-to-B-Sector. Importance, potential and its implications for Brand Management; Table of contents; Acknowledgements; Preface; 1 Introduction; 1.1 Outline of the Issue; 1.2 Objective; 1.3 Methodology; 2 Terminology and topical confinement; 2.1 Brand; 2.2 Marketing; 2.3 B-to-B-Marketing and its characteristics; 2.4 Neuromarketing and its limitations; 2.5 Prospects of Neuromarketing; 3 Basics of and findings from Neuromarketing; 3.1 Structure and functioning of the human brain; 3.1.1 The limbic system; 3.1.2 Cognitive processing patterns

3.1.3 Information processing in the brain3.2 Codes/cues - the four doorways to the customer's brain; 3.2.1 Code no. 1: Language; 3.2.2 Code no. 2: Stories; 3.2.3 Code no. 3: Symbols; 3.2.4 Code no. 4: Sensory stimuli; 3.3 Motives and motive systems; 3.3.1 The three basic motives; 3.3.2 The Limbic® approach; 4 Implications of Neuromarketing for B-to-B-Marketing; 4.1 Neuromarketing in regard to B-to-B characteristics; 4.1.1 Derived demand; 4.1.2 Factually rational decision-making criteria; 4.1.3 Formalized decision processes; 4.1.4 Collective decisions; 4.1.5 Small number of buyers

4.1.6 Frequent and personal interaction4.1.7 Long-term business relationships; 4.1.8 Summary of the comparison; 4.2 Implications for brand management; 4.2.1 Brand's effect on the brain; 4.2.2 Emotionality of brands; 4.2.3 Characteristics of strong brands; 4.2.4 Creating a strong brand; 4.2.5 Brand management in B-to-B; 4.2.6 Brand communication in B-to-B; 5 Application of Neuromarketing at Siemens; 5.1 Siemens corporate brand strategy; 5.1.1 Autonomy; 5.1.2 Security; 5.1.3 Excitement; 5.2 Implementation of Neuromarketing at Siemens; 5.2.1 Verbal codes; 5.2.2 Episodic codes

5.2.3 Symbolic and sensory codes5.3 Examples from Siemens' "Answer" campaign; 5.3.1 Paradoxical approach example; 5.3.2 Personal approach example; 6 Conclusion; 7 Reference list; List of Figures; List of Tables; Glossary; Der Autor:

Notes:

Title from cover.

Includes bibliographical references.

ISBN:

9783842822825

3842822820

OCLC:

784887701