Ketova N.P., Granovskaya I.Yu.Published in:
Creative Economy
– Volume 14, Number 1 (January 2020)

JEL classification: D11, D12, M31, O33

Keywords: business structure, consumer behaviour, innovative marketing technologies, neuromarketing, sensory marketing, tools of neuromarketing


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Abstract:

The article is devoted to the study of one of the tools of modern marketing, such as neuromarketing. The article reflects the materials of the author's research on the problems of assessing the prospects of its use in order to improve the efficiency of the promotion of goods and services to consumers in modern markets. The possibilities of neuromarketing application by the entrepreneurs in many industries are revealed. The article can be useful for marketers who use various marketing tools and technologies applicable in various industries and business areas.

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