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master's thesis
Neuro marketing - primjena u istraživanju marketinga
2022. urn:nbn:hr:137:701481
Mandalinić, Ana
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

Cite this document

Mandalinić, A. (2022). Neuro marketing - primjena u istraživanju marketinga (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:701481

Mandalinić, Ana. "Neuro marketing - primjena u istraživanju marketinga." Master's thesis, University of Pula, 2022. https://urn.nsk.hr/urn:nbn:hr:137:701481

Mandalinić, Ana. "Neuro marketing - primjena u istraživanju marketinga." Master's thesis, University of Pula, 2022. https://urn.nsk.hr/urn:nbn:hr:137:701481

Mandalinić, A. (2022). 'Neuro marketing - primjena u istraživanju marketinga', Master's thesis, University of Pula, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:137:701481

Mandalinić A. Neuro marketing - primjena u istraživanju marketinga [Master's thesis]. Pula: University of Pula; 2022 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:137:701481

A. Mandalinić, "Neuro marketing - primjena u istraživanju marketinga", Master's thesis, University of Pula, Pula, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:137:701481

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Metadata
TitleNeuro marketing - primjena u istraživanju marketinga
Title (english)Neuro marketing - application in marketing resarch
AuthorAna Mandalinić
MentorDragan Benazić (mentor)
Committee memberSaša Stjepanović (predsjednik povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
Committee memberDaniel Tomić (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2022-07-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U radu je bilo riječi o primjeni neuromarketinga u istraživanju tržišta. Prikazivao se teorijski okvir neuromarketinga, definiranje, povijesni razvoj, odrednice neuromarketinga, neuromarketing u poslovanju, neuroimaging, te prednosti, ograničenja i izazovi neuromarketinga. Nadalje, bilo je riječi o neuromarketingu u istraživanju tržišta, pri čemu se objašnjavalo što neuromarketing istražuje, zatim se objašnjavalo upravljačke aplikacije neuromarketinga u marketingu, razumijevanje primjene neuroznanstvenih metoda/tehnika u marketinškom istraživanju, doprinos neuromarketinga u istraživanju marketinga, te istraživanje opsega neuromarketinga. Osim navedenog, u radu se analizirao utjecaj neuromarketinga na ponašanje potrošača, neuromarketinška taksonomija, primjer analize rezultata anketnog istraživanja o utjecaju neuromarketinga na ponašanje potrošača, te se dao osvrt na neuromarketing kod ponašanja potrošača.
Abstract (english)
The paper discusses the application of neuromarketing in market research. The theoretical framework of neuromarketing, definition, historical development, determinants of neuromarketing, neuromarketing in business, neuroimaging, and the advantages, limitations and challenges of neuromarketing were presented. Furthermore, they talked about neuromarketing in market research, explaining what neuromarketing researches, then explaining neuromarketing management applications in marketing, understanding the application of neuroscientific methods / techniques in marketing research, the contribution of neuromarketing in marketing research, and researching the scope of neuromarketing. In addition to the above, the paper analyzes the impact of neuromarketing on consumer behavior, neuromarketing taxonomy, an example of analysis of survey results on the impact of neuromarketing on consumer behavior, and gave a review of neuromarketing in consumer behavior.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:701481
Study programmeTitle: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-09-29 08:55:40