by Stephen J. Genco, Andrew P. Pohlmann, Peter Steidl · For Dummies · tapa blanda · ISBN 9781118518588
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«Neuromarketing For Dummies» is the neuromarketing guide by Stephen J. Genco, Andrew P. Pohlmann and Peter Steidl (For Dummies, paperback, 416 pp., English).
Explains neuromarketing: the study of consumers' brain responses to advertising and media to understand why they buy. Covers fundamentals, recent findings and applications: advertising, in-store and online shopping, product and packaging design, with strategies for any budget and ethical considerations.
First edition published in 2013 by Wiley in the For Dummies series, with full text in English. Falls under Business & Economics and Technology categories.
Aimed at business owners, marketing professionals and students interested in applying neuroscience to advertising and consumer research.
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