Access restricted to higher education institution's students and staff
undergraduate thesis
Neuromarketing

Sarah Pšenica (2016)
Metadata
TitleNeuromarketing
AuthorSarah Pšenica
Mentor(s)Mane Medić (thesis advisor)
Abstract
Pojam neuromarketinga danas je još relativno nepoznat među širom javnošću, prije svega zato što je riječ o području koje je još uvijek u nastanku. Marketinški se stručnjaci danas više nego ikada moraju truditi da bi našu pažnju zadobili i zadržali, te nas na što učikovitiji i brži način uvjerili da je upravo njihov proizvod ili usluga ono što nam treba. U takvim nastojanjima, primjenjuju se ponekad metode čija je ispravnost s etičkog aspekta upitna. Korištenje neuromarketinga u marketinškim kampanjama, njegova moralna prihvatljivost i metode biti će pobliže istraženi u radu. Kada je riječ o Hrvatskoj, možemo reći kako smo još uvijek na samim počecima proučavanja neuromarketinga, njegove primjene u poduzećima, marketinškim agencijama i pri istraživanjima, te njegovog društvenog utjecaja.
Keywordsneuromarketing ethics advertising
Parallel title (English)Neuromarketing
Committee MembersMane Medić (committee chairperson)
Blaženka Hadrović Zekić (committee member)
Josip Mesarić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeMarketing
Academic title abbreviationuniv. bacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-19
Parallel abstract (English)
The term of the neuromarketing today is relatively unknown among the general public, mostly because that area is still in the emergence. Marketing experts today have to try more than ever to gain our attention and hold it, also to convince us that exetacly their product or service is what we need. In that efforts, they sometimes apply methods whose acceptability from the ethical aspect is questionable. Usage of neuromarketing in marketing campaignes, it's moral acceptability and methods will be closely investigated in this research. When we talk about Croatia we can tell that we are still on the very beginning of researching neuromarketing, it's application in companys, marketing agencies and also it's social influence.
Parallel keywords (Croatian)neuromarketing etika oglašavanje
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:250721
CommitterGordana Kradijan