Neuromarketing to Setup International Marketing Intelligence System. Innovative practice of marketing analytics and DSS

      Аннотация: In the field of marketing research, represents an implementation of neuroscientific methods, with a purpose of a better understanding of human behaviour. As a sublimation of two scientific disciplines-consumer behaviour and neuroscience - neuromarketing replaces the traditional types of marketing research. The purpose of this research is to introduce the postulates and the methodology of neuromarketing application, from the scientific and professional point of view. With a comparative analysis of the influence neuromarketing has on the promotion of a marketing campaign, this research determines the technological and general limitations in doing research, which have a direct influence on: product development, graphic design, distribution and promotion of products/services in general can say overall international marketing intelligence system (IMIS) engineering. This book available information and tactics how neuromarketing is useful to engineer and implement IMIS.

Ключевые слова: neuromarketing, IMIS, DSS, mirror neurons, Marketing Intelligence/Analytics