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Neuromarketing_an_introduction

Neuromarketing_an_introduction

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Published by Prashant

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Published by: Prashant on Feb 16, 2011
Copyright:Attribution Non-commercial

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10/07/2012

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Neuromarketing-
an introduction
Neuromarketing
-
an introduction
 
2
I
ntroduction
³I know that half the money I spend onadvertising is wasted, I just do not know which half.´ 
John Wannamaker (1876)
 
 A
n Introduction to Neuromarketing
3
Sarah Opitz
I
n search for understandingconsumer behaviour 
³Marketing and environmental stimuli enter the consumer¶s consciousness [and/or subconsciousness]. A set of psychological  processes combine with certain consumer characteristics to result in decision processes and purchasedecisions.The marketer¶s task is to understand what happens in thecustomer¶s consciousness« [and/or unconsciousness] between the arrival of the outside marketing stimuli and theultimate purchase decision.´ 
K
otler and
K
eller (2006, p.:184)

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