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Consumer Neuroscience
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Der Autor stellt die fr die Marketingwissenschaft sowie die Praxis relevanten Erkenntnisse der Neurowissenschaften erstmalig in einer umfassenden Darstellung vor. Ihre Bedeutung fr die effizientere Markenfhrung erlutert er an Beispielen bekannter Marken sowie Eigenmarken des Lebensmittelhandels. Mit seiner interdisziplinr angelegten Arbeit schliet der Autor die Lcke zwischen den bisherigen Erkenntnissen der Konsumentenverhaltenswissenschaft und der neurowissenschaftlichen Forschung. Er zeigt ferner, dass Neuromarketing den Anspruch, die Blackbox des Konsumentengehirns zu ffnen, bisher nicht erfllt.
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