The use of neuromarketing as a strategic tool for enterprise development

Authors

DOI:

https://doi.org/10.31498/2225-6725.1(39).2024.310209

Keywords:

neuromarketing;, neuromarketing research;, advertising activity;, marketing;, enterprise development.

Abstract

The article examines neuromarketing research as a strategic means of increasing the effectiveness of advertising activities and increasing the development of the enterprise. Neuromarketing offers new ways to measure consumer behavior and understand how people interact with different products, services and marketing campaigns. The use of neuromarketing methods can significantly enrich the interaction between employees and the organization, optimize them, and influence such social attitudes of employees that are important for improving efficiency, such as loyalty, involvement, satisfaction, trust. The article examines various methods of neuromarketing as an influence on a potential consumer, and proposes the concept of attracting customers to a business.

References

  1. Перелік використаних джерел:
  2. Курбан, С. (2017). Нейромаркетинг: історія, напрями та перспективи розвитку. Інтегровані комунікації, (3), 21-27. https://doi.org/10.28925/2524-2644.2017.3.3
  3. Frank DePino. Emotional Branding – 4 Ways to Winning Customers`Hearts! – MEDIABOOM. 29 September, 2023. Електронний ресурс. - https://mediaboom.com/news/emotional-branding/
  4. Cesario, J., Johnson, D. J., & Eisthen, H. L. (2020). Your Brain Is Not an Onion With a Tiny Reptile Inside. Current Directions in Psychological Science. URL: https://doi.org/10.1177/0963721420917687
  5. Caouette J. B., Altman E. I., Narayanan P., Nimmo R. Managing credit Risk. 2nd ed. N. Y.: John Wiley and Sons, 2008.
  6. References
  7. Kurban, S. (2017). Neiromarketynh: istoriia, napriamy ta perspektyvy rozvytku. Intehrovani komunikatsii, [Neuromarketing: history, directions and prospects of development. Integrated communications]. Integrovani communicacii (3), 21-27. https://doi.org/10.28925/2524-2644.2017.3.3
  8. Frank DePino. Emotional Branding – 4 Ways to Winning Customers`Hearts! – MEDIABOOM. 29 September, 2023. Elektronnii resurs. - https://mediaboom.com/news/emotional-branding/
  9. Cesario, J., Johnson, D. J., & Eisthen, H. L. (2020). Your Brain Is Not an Onion With a Tiny Reptile Inside. Current Directions in Psychological Science. URL: https://doi.org/10.1177/0963721420917687
  10. Caouette J. B., Altman E. I., Narayanan P., Nimmo R. Managing credit Risk. 2nd ed. N. Y.: John Wiley and Sons, 2008.

Downloads

Published

2024-05-30

How to Cite

Korostova, I. . (2024). The use of neuromarketing as a strategic tool for enterprise development. REPORTER OF THE PRIAZOVSKYI STATE TECHNICAL UNIVERSITY Section: Economic Sciences, (1(39), 31–42. https://doi.org/10.31498/2225-6725.1(39).2024.310209

Issue

No. 1(39) (2024): REPORTER OF THE PRIAZOVSKYI STATE TECHNICAL UNIVERSITY Section: Economic sciences

Section

Статті

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

The journal uses the Creative Commons Attribution 4.0 International (CC BY 4.0) licence, which means that the authors retain copyright and allow others to freely use, modify, adapt, distribute articles; even for commercial purposes - provided that the authorship and source are indicated. Full text of the licence: https://creativecommons.org/licenses/by/4.0/deed.uk.