Business administration theory has dealt since its inception with the issue of providing practical support to corporate decision making. For their explanatory m

In an increasingly competitive marketplace, sensory marketing has emerged as a powerful strategy for influencing consumer behavior. By engaging the senses—sigh

Inhaltsangabe:Introduction: Outline of the Issue: Business administration theory has dealt since its inception with the issue of providing practical support to

Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason

This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpr