Νευρομάρκετινγκ : οι εφαρμογές του στην ελληνική οικονομία
Neuromarketing : its implementations in the Greek economy
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Νευρομάρκετινγκ ; Μάρκετινγκ ; ΚαταναλωτήςAbstract
The purpose of this diploma thesis is the presentation, analysis and understanding of neuromarketing and the impact it has on the Greek economy. Neuromarketing is a branch directly related to marketing, which during the recent decades has been in a continuous development at an international economic and business level. In order to achieve this goal, the method of bibliographic review of research and bibliographies that develop the subject in depth was utilized.
The study begins with the presentation of traditional marketing and its strategy as the main pillar of neuromarketing. Then, we proceed to an analysis of the meaning of neuromarketing. To achieve this, a presentation of the human brain and its functions is first made, followed by a presentation of the benefits, research techniques and goals of neuromarketing. Reference is also made to the practical and ethical issues which may be found in practice of this, always in conjunction with marketing and the human brain. In the next section of the thesis, the theory of consumer behavior is developed, based on how it is decoded or influenced through neuromarketing. This happens by presenting examples and different techniques. Finally, an analysis is made through examples on how and whether the neuromarketing affects the Greek economy and the question which arises is whether this can determine the behavior of the Greek consumer in 2022 and if so by what way and to what level.
Postgraduate Studies Programme
Οικονομική και Επιχειρησιακή ΣτρατηγικήDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής ΕπιστήμηςNumber of pages
81Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα