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- W2619474739 abstract "The aim of this chapter is to classify and characterise the tools of communication with the customer, considering the possibilities of using neuromarketing methods to identify consumer needs and wants and satisfy them as good as possible. The impact of in-store communication tools on customer behaviour is difficult to ascertain by means of traditional methods, based on the opinions expressed by buyers. Better results can be obtained using methods based on observation, such as neuromarketing methods, which are principally used for examining the influence of visual merchandising techniques on customer behaviour. In case of online communication the tracking technologies are able to save and analyse every click, every visited page, every sold item, the dwell time on pages and even the gestures of the computer mouse. By creating user specific or target group specific profiles the companies are in the situation to influence the purchase decision in every phase of the buying process." @default.
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- W2619474739 date "2017-05-30" @default.
- W2619474739 modified "2023-09-28" @default.
- W2619474739 title "5. Application of neuromarketing in communication with the customer" @default.
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- W2619474739 doi "https://doi.org/10.3920/978-90-8686-843-8_5" @default.
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