December 2013
Intermediate to advanced
280 pages
6h 33m
English
Content preview from Neuromarketing in Action
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Perspectives for today… and tomorrow
Marketing is being extensively renovated at the dawn of the 21st century. This renovation has been imposed by changes in its environment:
- How the consumer behaves, attaching greater importance to emotion over logic. In a world where progress is accelerating at an exponential rate and technology is becoming unavoidable, the emotional quotient (EQ) is gradually outweighing the intelligence quotient (IQ).
- The internet invading most homes. It is becoming an essential tool in the decision-making process, sometimes a veritable drug for the brain. It paves the way for instinctive decisions, where ‘zapping’ replaces reasoning. It forces communication to change radically and become interactive. The traditional ...
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