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master's thesis
Uloga i značaj neuromarketinga u prodaji
Zagreb: Zagreb School of Business, 2019. urn:nbn:hr:180:095229
Gajšek, Ana-Maria
Zagreb School of Business

Institutional repository: Repository ZSB

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Gajšek, A. M. (2019). Uloga i značaj neuromarketinga u prodaji (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:095229

Gajšek, Ana Maria. "Uloga i značaj neuromarketinga u prodaji." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:095229

Gajšek, Ana Maria. "Uloga i značaj neuromarketinga u prodaji." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:095229

Gajšek, A. M. (2019). 'Uloga i značaj neuromarketinga u prodaji', Master's thesis, Zagreb School of Business, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:180:095229

Gajšek AM. Uloga i značaj neuromarketinga u prodaji [Master's thesis]. Zagreb: Zagreb School of Business; 2019 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:180:095229

A. M. Gajšek, "Uloga i značaj neuromarketinga u prodaji", Master's thesis, Zagreb School of Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:180:095229

Metadata
TitleUloga i značaj neuromarketinga u prodaji
Title (english)Significance and role of neuromarketing on consumer buying
AuthorAna-Maria Gajšek
MentorDijana Vuković (mentor)
Committee memberDorotea Milas (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2019-11-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Neuromarketing je polje u nastajanju u kojem akademski i industrijski istraživači koriste neuro-znanstvena istraživanja za proučavanje marketinških procesa istraživanja i ponašanja potrošača. Više elemenata utječe na ponašanje potrošača između ostaloga utječu i reakcije osjetila na okolne podražaje. Tradicionalni marketinški alati više ne mogu omogućiti brendu da se istakne među konkurencijom, potrebno je stvoriti osjećaj i potrebu, a tek onda proizvod. Takav preokret na tržištu dovodi u pitanje etičnost načina na koji se tvrtke probijaju među konkurencijom. Korištenjem neurmarketinških alata kompanije su u prednosti ispred ostalih, ali potrebna je i kontrola samog procesa. Proučit ćemo glavna etička pitanja usredotočujući se na potencijalne rizike za potrošače i etičke odluke s kojima se suočavaju tvrtke. Kroz studiju slučaja zaključujemo da neuromarketinška istraživanja imaju mogućnost pozitivnog utjecaja na društvo.
Abstract (english)
Neuromarketing is an emerging field in which academic and industrial researchers use neuro-scientific research to study the marketing processes of consumer research and behavior. Multiple elements influence consumer behavior, among other things, the response of the senses and to the surrounding. Traditional marketing tools can no longer allow a brand to stand out among the competition, it is necessary to create a feeling and a need, and only then the product. Such a turnaround in the market calls into question the ethics of how companies break into competition. Using non-marketing tools, companies are at an advantage over others, but process control is also needed. We will look at the major ethical issues by focusing on the potential risks to consumers and the ethical decisions that companies face. Through a case study, we conclude that neuromarketing research has the potential to have a positive impact on society.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:095229
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: Stručni/a specijalist/ica marketinga i komunikacija (Stručni/a specijalist/ica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-12-03 13:35:53