Neuromarketing in food retailing / edited by Elena Horská and Jakub Bercik.

Format:

Book

Contributor:

Horská, Elena, editor.

Bercik, Jakub, editor.

Language:

English

Subjects (All):

Neuromarketing.

Food industry and trade.

Physical Description:

1 online resource (170 pages) : illustrations

Edition:

1st ed.

Place of Publication:

Wageningen, Netherlands : Wageningen Academic Publishers, 2017.

Summary:

'Neuromarketing in food retailing' provides the reader with fundamental theoretical and practical neuromarketing issues applied in food retailing. It provides tips on how to use neuromarketing techniques to reveal and understand hidden consumer reactions and make shopping convenient and effective.

Contents:

Intro

Table of contents

Preface

1. Essential terminology of neuromarketing

J. Berčík

Abstract

1.1 The brief history of neuromarketing

1.2 The definition of neuromarketing

1.3 The importance of neuromarketing

1.4 The nervous system and the human brain

1.5 The emotions

1.6 The memory

1.7 The senses

References

2. Interdisciplinary relations of neuromarketing and neuropsychology

2.1 Integration of scientific disciplines

2.2 Interdisciplinary relations with psychology

2.3 Interdisciplinary relations with neuroscience

2.4 Interdisciplinary relations with neuroeconomy

2.5 Interdisciplinary relations with neuromanagement

2.6 Interdisciplinary relations with sensory marketing

2.7 The benefits of neuroscience

2.8 The prospect of neuromarketing

3. Ethical issues of neuromarketing

M. Petz and R. Haas*

3.1 Some views about neuromarketing

3.2 The broad scope of neuromarketing

3.3 Ethical code of neuromarketing

3.4 Ethical issues affecting neuromarketing

Appendix: The NMSBA Code of Ethics

4. Methods used in neuromarketing

J. Berčík* and J. Rybanská

4.1 Introduction to neuromarketing methods

4.2 Methods of measuring brain signals

4.3 Methods of measuring biometric signals

4.4 Combining multiple research methods into a single unit

5. Application of neuromarketing in communication with the customer

B. Borusiak1*, B. Pierański1, D. Brohm2 and N. Domurath2

5.1 Nature and objectives of in-store communication

5.2 Classification of the forms of in-store communications

5.3 Retailer's marketing instruments as forms of communication

5.4 Visual merchandising techniques

5.5 New trends in in-store communication.

5.6 Web 2.0 and its possibilities in communication with the customer

5.7 Influencing online purchase decisions and how to handle the modern web

6. Application of neuromarketing in retailing and merchandising

Ľ. Nagyová*, E. Horská and J. Berčík

6.1 Merchandising in retailing

6.2 Visual merchandising in retailing

6.3 Sensory merchandising in retailing

6.4 Application of neuromarketing in visual merchandising

7. Application of neuromarketing in visual merchandising in services

J. Paluchová*, J. Berčík and K. Neomániová

7.1 Consumer and his/her senses in service marketing

7.2 Visual merchandising in services

7.3 Application of neuromarketing in service

8. Future of neuromarketing

L. Loijens

8.1 The 'neuro' part of neuromarketing

8.2 Ethical, methodological and financial issues in neuromarketing

8.3 Traditional marketing research methods are still valuable

8.4 New trends in marketing and technology

References.

Notes:

Description based on online resource; title from PDF title page (ebrary, viewed July 25, 2017).

Description based on publisher supplied metadata and other sources.

ISBN:

90-8686-843-6

OCLC:

990133368