Description
Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions.
Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.
Reviews and Testimonials
Dos Santos presents readers with a collection of academic essays and scholarly articles focused on the theoretical frameworks and emerging empirical research in the application of neuroscience to business practice. The editor has organized the eleven selections that make up the main body of the text in three parts devoted to state of the art techniques in neuromarketing, sectorial applications, and the market of emotions.
– Protoview Reviews