M E N A D Ž M E N T, M A R K E T I N G I T R G O V I N A
NEUROMARKETING: MARKETING RESEARCH FUTURE?
NEUROMARKETING: BUDU?NOST MARKETINŠKIH ISTRAŽIVANJA?
Milorad Miljkovi?, Ph.D Singidunum University
Slavko Al?akovi?, MBA Singidunum University
Abstract: The term Neuro market represents a new theme of market research, interesting to both academics and self labeled companies. this new role of research allows powerful insights into human brain responses to different sets of merchandising messages. this recently evolved field of marketing provides a new substance to patron marketers understand consumers easily and more efficiently. The Neuromarketing was born by combining two fields: Consumer behavior and Neuroscience. this article aims to help reader in understanding this new mixture of these sciences by explaining techniques that are used in this area and showing their application. However, this field is also marred by controversy. Both the academia and the habitual are divided whether this field is the light on the finis of the tunnel or just a tool that leave behind help marketers play a role of Orwells well-favored Brother. Key words: marketing, neuromarketing, consumer behavior, marketing research, brain scanning techniques.
Rezime: Termin „neuromarketing predstavlja novo polje marketing istraživanja koje sve više zaokuplja pažnju kako akademskih stru?njaka tako i privatnih kompanija. Ovaj novi tip istraživanja omogu?ava zna?ajan uvid u ljudski mozak i doprinosi boljem razumevanju njegovih reakcija kada je pod uticajem razli?itih marketinških poruka. Ova nedavno razvijena marketinška oblast obezbe?uje nove mogu?nosti marketarima da bolje, lakše i efikasnije razumeju potroša?e. Neuromarketing je nastao kombinovanjem dve oblasti: ponašanja potroša?a i neuronauke. Ovaj ?lanak ima za cilj da pomogne ?itaocu u razumevanju mešavine ovih oblasti objašnjavaju?i tehnike koje se pritom koriste i pokazuju?i njihovu prakti?nu...If you want to get a full essay, order it on our website: Orderessay
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