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Abstract.The new theoretical approach of the processes of creating knowledge based society and the knowledge economy, as well as sustainable development processes is described in the article. The main idea is that the creation and development processes of the knowledge-based society and knowledge economy may be attributed to the category of global transformation and sustainable development processes, therefore, all general phenomena and characteristics of global transformations and sustainable development in general, are absolutely typical for the creation and development of the knowledge based society and knowledge economy. The processes of the creating of knowledge based society and knowledge economy and modernization are analyzed in the general context of the processes of sustainable development. The main principles of creating the knowledge based society and knowledge economy and modernization are described. Creating and modernization of the knowledge based society and knowledge economy are very complicated processes, oriented to the formation of the new quality of society and qualitatively new lifestyle, these processes may be described as "twice" as complicated, because they win distinction by orientations to the pursuit of new quality in two aspects: the knowledge based society and knowledge economy, compared to "traditional" society and economy, are in all cases described as qualitatively new, creating and development of the knowledge based society and knowledge economy takes place under the conditions of the global changes, which means that qualitative changes take place in all global space, the essence of those changes is the creation and spread of the knowledge-based society and knowledge economy. A special attention is given to the conclusion that in the environment of the knowledge based society creation and generating knowledge economy and development, the provisions for sustainable development should be attained. The processes of creating knowledge based society and knowledge economy and further development should be analyzed and assessed in the context of processes of globalization and internationalization, as well as processes of global transformations.The "Power" concept intended for the scientific cognition of sustainable development and knowledge based society and knowledge economy creation processes phenomena is analyzed.

The purpose of this article is to analyze literature and find out empirical evidence on product price and quality influence on customer satisfaction through neuromarketing approach. Customers’ satisfaction on their purchase is a significant factor that leads business to success. In recent times, customer satisfaction has gained new attention within the context of the paradigm shift from transactional marketing to relationship marketing. Even it is agreed in the literature that price and quality has high effect on customer satisfaction; still there is little empirical evidence exploring this relation. Almost nothing is known about the human neural mechanisms through which it affects the decisions made by individuals. So, in this article there are reviewed two neuromarketing study cases as neuromarketing provides qualitatively different information, ostensibly better quality comparing to that obtained by traditional methods. The whole article reveals that price and quality is an important factor for customer satisfaction which leads to marketing managers’ decisions complexity nowadays as markets are becoming more and more complex and overloaded.

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