The secrets of neuromarketing - reading consumers' minds

Javier Cervantes, J. Philipp Hillenbrand, Alejandra Ruiz-Contreras and Oscar Prospéro-García

Marketing research is often still limited to traditional methodologies or qualitative techniques that can fall prey to subjectivity and purely descriptive analysis.

The secrets of neuromarketing – reading consumers' minds

Javier CervantesUNAM, Faculty of Business Administration, Graduate School of Business, Mexico

J. Philipp Hillenbrand(UNAM), Faculty of Business Administration, and Corporate Communications and...

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