Applying consumer neuroscience to merchandising practices

D 2015

Applying consumer neuroscience to merchandising practices

KRAJINA, Anida

Základní údaje

Originální název

Applying consumer neuroscience to merchandising practices

Autoři

KRAJINA, Anida

Vydání

Hradec Kralove, Hradec Králové, International Conference Hradec Economic Days 201 5 Economic Development and Management of Regions Hradec Králové, 3 – 4 February 201 5 Peer - Reviewed Conference Proceedings, od s. 315-321, 7 s. 2015

Nakladatel

Gaudeamus

Další údaje

Jazyk

angličtina

Typ výsledku

Stať ve sborníku

Obor

50600 5.6 Political science

Stát vydavatele

Česká republika

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

elektronická verze "online"

Odkazy

URL

Označené pro přenos do RIV

Ano

Kód RIV

RIV/00216224:14560/15:00087157

Organizační jednotka

Ekonomicko-správní fakulta

ISBN

978-80-7435-549-3

ISSN

Klíčová slova anglicky

brain- behavior- neuromarketing- consumers- merchandising

Příznaky

Mezinárodní význam

Změněno: 2. 8. 2016 21:01, Ing. Anida Krajina, Ph.D.

Anotace

V originále

Talking about marketing today is a great challenge. It is much more than philosophy, technique, tool or discipline. For decades, marketing scholars and experts have been trying to reach the audience in the best manner possible and to tap into the mind of the consumers worldwide.This paper introduces findings from the field research on consumer behavior in stores. Moreover, it provides the analysis of the behavior through brain science prism and gives an overview of how the in-store practice can be enhanced by findings from neuroscience.

Návaznosti

MUNI/A/1209/2014, interní kód MU

Název: Spokojenost zákazníka a výkonnost podniku

Investor: Masarykova univerzita, Spokojenost zákazníka a výkonnost podniku, DO R. 2020_Kategorie A - Specifický výzkum - Studentské výzkumné projekty

Citovat

KRAJINA, Anida. Applying consumer neuroscience to merchandising practices. Online. In Pavel Jedlička. Hradec Králové, International Conference Hradec Economic Days 201 5 Economic Development and Management of Regions Hradec Králové, 3 – 4 February 201 5 Peer - Reviewed Conference Proceedings. Hradec Kralove: Gaudeamus, 2015, s. 315-321. ISBN 978-80-7435-549-3.

@inproceedings{1341072,
   author = {Krajina, Anida},
   address = {Hradec Kralove},
   booktitle = {Hradec Králové, International Conference Hradec Economic Days 201 5 Economic Development and Management of Regions Hradec Králové, 3 – 4 February 201 5 Peer - Reviewed Conference Proceedings},
   editor = {Pavel Jedlička},
   keywords = {brain- behavior- neuromarketing- consumers- merchandising},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Hradec Kralove},
   isbn = {978-80-7435-549-3},
   pages = {315-321},
   publisher = {Gaudeamus},
   title = {Applying consumer neuroscience to merchandising practices},
   url = {http://fim2.uhk.cz/hed/images/KOMPLET_1_AG.pdf},
   year = {2015}
}

TY  - CONF
ID  - 1341072
AU  - Krajina, Anida
PY  - 2015
TI  - Applying consumer neuroscience to merchandising practices
PB  - Gaudeamus
CY  - Hradec Kralove
SN  - 9788074355493
KW  - brain- behavior- neuromarketing- consumers- merchandising
UR  - http://fim2.uhk.cz/hed/images/KOMPLET_1_AG.pdf
N2  - Talking about marketing today is a great challenge. It is much more than philosophy, technique, tool or discipline. For decades, marketing scholars and experts have been trying to reach the audience in the best manner possible and to tap into the mind of the consumers worldwide.This paper introduces findings from the field research on consumer behavior in stores. Moreover, it provides the analysis of the behavior through brain science prism and gives an overview of how the in-store practice can be enhanced by findings from neuroscience.
ER  -

KRAJINA, Anida. Applying consumer neuroscience to merchandising practices. Online. In Pavel Jedlička. \textit{Hradec Králové, International Conference Hradec Economic Days 201 5 Economic Development and Management of Regions Hradec Králové, 3 – 4 February 201 5 Peer - Reviewed Conference Proceedings}. Hradec Kralove: Gaudeamus, 2015, s.~315-321. ISBN~978-80-7435-549-3.

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