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Scegliere, comprare: Dinamiche di acquisto in psicologia e neuroscienze

Scegliere, comprare: Dinamiche di acquisto in psicologia e neuroscienze (Paperback)

£34.99
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Synopsis

Anche il marketing, come tanti ambiti professionali, vive oggi l opportunita di aggiornare i paradigmi e le metodologie tradizionali grazie a contributi provenienti da altre discipline, soprattutto da quelle di piu recente sviluppo. Tra queste, si segnalano oggi la psicologia cognitiva e le neuroscienze. Il libro intende offrire al lettore uno spaccato di quanto questi due settori possono offrire alla comprensione delle dinamiche di acquisto, mostrando come la conoscenza dei meccanismi di pensiero e dei processi cerebrali aiuti a identificare cio che accade nella mente del destinatario della comunicazione pubblicitaria e di colui che si trova a dover valutare e scegliere se e che cosa comprare. Psicologia e neuroscienze mettono oggi a disposizione di chi studia i comportamenti di acquisto sia nuovi modelli concettuali, sia nuovi strumenti e procedure di analisi. I contributi raccolti nel volume offrono al lettore da un lato delle rassegne circa i piu recenti contributi di queste discipline al marketing, dall altro esempi di ricerche da cui e possibile ricavare spunti applicativi. Nel complesso risulta un quadro generale di alcune delle piu promettenti tendenze e linee di indagine che si stanno affermando nel settore."

BusinessBusiness & managementSales & marketingMedical & VeterinaryBrances of medicineNeurology & clinical neurophysiologyPhilosophy, Psychology & Social SciencesPsychologyCognition & cognitive psychologyPhilosophy, Psychology & Social SciencesPsychologyPhysiological & neuro-psychology, biopsychology Publisher: Springer Verlag Publication Date: 09/09/2009 ISBN-13: 9788847013735  Details: Type: Paperback Format: Books
Availability: To Order. Estimated despatch in 1-3 weeks.  

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