Neuromarketing – its role in building of brand, introduction of products innovation, and advertising messages

The goal of the article is to present the substance of the neuromarketing, its assumption and possibilities, as well as the method of research of the activity of consumer’s brains. Particular attention was paid to the use of neuromarketing research in branding, efficient marketing of new products and in building effective advertising messages. An article is also an attempt to show the possibilities of using methods of neuroimaging in improving marketing activities of scientific and research institutions.

Katarzyna Wrona, M.Sc. Eng., Institute of Aviation, Poland – MA, engineer, graduate of SGGW (Warsaw University of Life Sciences). Since 2001 she has … Czytaj więcej »