Basic Neuromarketing with Case Studies on Developing Hit Products

This book uses a neuromarketing perspective to examine STP and 4P strategies. In neuromarketing parlance, “market” means providing products and services by way of brain activation and triggering consumer satisfaction. Consumer purchasing decisions are largely controlled by the brain, and often the subconscious has a greater influence over purchase choices than the conscious mind. In order to manage marketing strategies more efficiently, marketers seek to better understand how brain activation relates to purchasing behavior. Accordingly, companies in a variety of industries are working on promoting product sales by exploring clues through investigating brain functions. This book focuses on basic neuromarketing theory, and includes case studies of breakthroughs in hit product development.

With a PhD in Business Administration specializing in Marketing, Dr. Doh's research focus has been on marketing strategy in relation to consumer behavior. Her present area of interest is neuromarketing, utilizing research tools such as fMRI, EEG, and NIRS.