Descripción:
This book represents a pioneering study of its kind, based on a comprehensive review of the state of the art regarding the application of neuroscience in the marketing field and as reflected by a variety of studies carried out throughout the world. The findings partly derive from empirical research conducted at the UNAM, using the scientific opportunities provided by neuroscience to show that a understanding of brain function is important not only in medicine and psychology, but in understanding the reactions that the human brain demonstrates when exposed to marketing stimuli such as advertising, corporate communication messages, diverse pricing strategies, configurations of sales channels, and product characteristics.
Autor(es): Philipp Hillenbrand Javier Cervantes.
Edición: Primera edición.
Publicación: agosto de 2014.
ISBN: ISBN: 9786070257124
