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- Title
MODELO DE NEUROMARKETING PARA PYMES.
- Authors
CRUZ RIVERO, LIDILIA; MAR OROZCO, CARLOS EUSEBIO; BARBOSA MORENO, ALFONSO
- Abstract
Based on neuroscience and neuropsychology, Neuromarketing studies the way in which the brain responds to advertising messages. The Neuromarketing invites the senses to acquire or desire a product or live the experience about a service, all oriented to innovation in marketing. In MSMEs, Neuromarketing techniques are rarely used either due to lack of knowledge or due to their high costs in relation to the companies that provide these services. Derived from this problem, a Neuromarketing model for MiPymes is proposed, with the purpose of satisfying the needs of the market and the owners of micro small and medium enterprises, avoiding unnecessary costs when investing in advertising campaigns that do not really have a shocking reaction for the consumers. A case study is proposed with the application of this model and the results obtained
- Publication
Revista Ciencia Administrativa, 2018, p4
- ISSN
1870-9427
- Publication type
Article