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Neuromarketing. Kundenkommunikation und Markenführung für die Unternehmenszukunft
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ISBN10: 3668305390
ISBN13: 9783668305397
Publisher: Grin Verlag
Published: Sep 23 2016
Pages: 28
Weight: 0.11
Height: 0.07 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783668305397
Publisher: Grin Verlag
Published: Sep 23 2016
Pages: 28
Weight: 0.11
Height: 0.07 Width: 5.83 Depth: 8.27
Language: German
Projektarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Dortmund früher Fachhochschule, Veranstaltung: Unternehmenskommunikation Projektarbeit, Sprache: Deutsch, Abstract: Welche Möglichkeiten und Grenzen bietet das Neuromarketing in Hinblick auf das zukunftsgerichtete Marketingverhalten von Unternehmen und welchen Einfluss generiert es bezüglich der Kundenkommunikation von Unternehmen und dessen Markenführung? Weiter ist zu erörtern, welchen Einfluss das Neuromarketing auf die digitale Transformation des heutigen Zeitalters hat. Durch den Umschwung in eine digitale Welt des World Wide Web und den sozialen Medien, dem Web 2.0 hat auch die Unternehmenskommunikation, nach au en zum Kunden und durch die Produkte und Marken, einen Wandel vollzogen. Das Neuromarketing hat in den vergangenen Jahren an enormer Bedeutung gewonnen. Zahlreiche Forschungen und Publikationen liegen der Neurowissenschaft zugrunde und bieten neue Erkenntnisse und Möglichkeiten für das Marketing verschiedener Unternehmen. Aufgrund dieser Erkenntnisse kann die Konsumentenverhaltensforschung aus einem neuen Blickwinkel betrachtet werden. Es wird auf bildgebende Verfahren zurückgegriffen, um bestimmte Verhaltensmuster und -abläufe im Gehirn zu erklären, aber auch, wie diese zu den eigenen Gunsten derUnternehmen beeinflusst und angeregt werden können. Des Weiteren findet sie Verwendung in der Marktforschung, in der Werbewirkungsforschung und in der Untersuchung von Kaufentscheidungsprozessen.
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