Analytical Approach to neuro marketing as A Business Strategy

Abstract-The aim of thispaper is to analyzethetheoretical and methodologicalapproachesto the study ofneuro-marketingfor designingbusiness strategies. Theinitialquestionis based onincorporatingadvances inneuromarketing tothefield of strategic direction. Theresearch method usedis to reviewthe literatureto studythis phenomenon. The main conclusion is that neuro-marketing allows us to know the customer’s reactions in terms of brain activation without the need to appeal to the report of his conscious experience. In consequence the firms will be able to develop capacities and valuable resources to create focal strategies.

Type: 
Management
Authors Name: 
LCI. Asela A. Burgos-Campero, José G. Vargas-Hernández