Neuromarketing Attributes in the Context of Determinants of Business Behavior and Neurolinguistic Programming

The book focuses on the conceptualization of sensory marketing and neurolinguistic programming as potential tools for implementing neuromarketing, as well as the evaluation of its feedback in relation to factors influencing business behavior. The primary objective of the book is to clarify specific aspects of neuromarketing and neurolinguistic programming in the context of business behavior and to compare how subjectively businesspeople and customers perceive these aspects. It is dedicated to experts in the field of scientific research who engage in the study of neuromarketing and neurolinguistic programming in various contexts, especially in connection with sensory marketing in business behavior. Possibilities of using the presented methodologies, as well as theoretical and methodological knowledge, can be found in the preference of people for work, also in the education, coaching, and training of salespeople, employees, and people in general.

Róbert Štefko works as a dean of the Faculty of Management and Business of the University of Presov in Presov. Within the area of business economics and management, the author focuses on the research of marketing of intangible products, economics, and marketing management of organizations providing services and on related areas of the field.

Zuzana Birknerová works as the Head of the Department of Managerial Psychology at the Faculty of Management and Business of the University of Presov in Presov. The rich publishing activity of the author is primarily focused on social phenomena such as social and emotional intelligence and related constructs of them, with which she usually deals in the context of managerial work.