Neuromarketing : exploring the brain of the consumer /
Zurawicki, Leon.
Neuromarketing : exploring the brain of the consumer / Leon Zurawicki. - Berlin ; London : Springer, 2010. - xx, 273 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Exploring the brain -- Consumption as feelings -- Neural underpinnings of risk handling, developing preference and choosing -- Neural bases for segmentation and positioning -- Applying neuroscience and biometrics to the practice of marketing.
9783540778288 (hbk.)
2010-934211
GBB0A2717 bnb 10,N06 dnb
015636043 Uk 1000032795 DE-101
Neuromarketing.
Consumer behavior.
Marketing -- Psychological aspects.
Neuromarketing
658.8342 / ZUR [Shelf 80]
Neuromarketing : exploring the brain of the consumer / Leon Zurawicki. - Berlin ; London : Springer, 2010. - xx, 273 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Exploring the brain -- Consumption as feelings -- Neural underpinnings of risk handling, developing preference and choosing -- Neural bases for segmentation and positioning -- Applying neuroscience and biometrics to the practice of marketing.
9783540778288 (hbk.)
2010-934211
GBB0A2717 bnb 10,N06 dnb
015636043 Uk 1000032795 DE-101
Neuromarketing.
Consumer behavior.
Marketing -- Psychological aspects.
Neuromarketing
658.8342 / ZUR [Shelf 80]