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Neuromarketing in India: Understanding the Indian Consumer (Routledge Focus on Management and Society) - Hardcover

Buch 2 von 5: Routledge Focus on Management and Society

Dutta, Tanusree; Mandal, Manas Kumar

 
9781138576674: Neuromarketing in India: Understanding the Indian Consumer (Routledge Focus on Management and Society)
Hardcover
ISBN 10: 1138576670 ISBN 13: 9781138576674
Verlag: Routledge, 2018

Inhaltsangabe

This book analyses consumer behaviour through an understanding of neuroscience that assumes human behavior to have a neural basis. Both conscious & unconscious processing of stimulus in the brain is responsible for generating behaviour. It argues that a deeper understanding of this process could help in prediction of consumer behaviour. The use of neuroscientific techniques to understand the mind of the consumer is trending & professionals in the field see a huge opportunity for neuro-marketing in India. The book also discusses issues related to ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing.

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Über die Autorin bzw. den Autor

Tanusree Dutta is Assistant Professor at Indian Institute of Management, Ranchi, India. She holds a PhD from the Indian Institute of Technology, Kharagpur.

Manas Kumar Mandal is presently serving as the Distinguished Visiting Professor of Psychology, Indian Institute of Technology, Kharagpur. Prior to this, he was a Distinguished Scientist and Director General-Life Sciences at Defence Research and Development Organization, New Delhi.

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Verlag
Routledge
Erscheinungsdatum
2018
Sprache
Englisch
ISBN 10 
1138576670
ISBN 13 
9781138576674
Einband
Gebundene Ausgabe
Anzahl der Seiten
86
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