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UDC 339.13:659.1(075.8)

© A. N. Korol, 2013

NEUROMARKETING AS INNOVATIVE TECHNOLOGY FOR PRODUCTIVITY INCREASE OF MARKETING COMMUNICATIONS

The author presents his view on neuromarketing as a modern innovative technology for reception and research of information on neurophysiological reactions of a potential buyer (an object of communication influence) to some external irritants for application of results of these researches in process of productivity increase of marketing communications. The author also specifies the problems of application of neuromarketing in communication practice.

Keywords: touch marketing, neuroeconomy, neurobiology, emotions, neurophysiological reactions, compulsive behavior, neuromarketing, marketing communications.

References:

  1. Ivashkin M. V. Vozdeystvie na podsoznanie pokupateley kak metod stimulirovaniya prodazh potrebitel`skikh tovarov [Tekst] /M .V. Ivashkin, K. I. Mishurova/ Problemy innovatsionno-investitsionnogo razvitiya Dal`nego Vostoka Rossii: materialy mezhdunarodnoy nauchno-prakticheskoy konferentsii (Habarovsk, 6-10 dekabrya 2012). - Habarovsk, 2013, - s. 275-278 (511 s.)
  2. Ul`yanovskiy A. V. Marketingovye kommunikatsii:28 instrumentov milleniuma [Tekst] /A. V. Ul`yanovskiy. - M.:Eksmo, 2008. - 432 s.

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