Synchronizing Senses

Abstract

Neuromarketing seeks to utilize brain imaging to comprehend the neuronal connections and cognitive processes that play a role in customers' decision-making. This study aims to offer thorough examination of neuromarketing, including present utilization of neuroimaging physiological tools in the marketing mix. Additionally, it seeks to emphasize the neurological responses of consumer behavior that should be taken into account in the marketing mix. This study aims to examine the impact of recent neuromarketing techniques on marketing mix strategies. Managers can leverage these techniques to develop effective marketing strategies for specific target groups in various areas, including consumer buying behavior, pricing, advertising, the chapter explores potential use of neurological approaches in marketing management. The findings demonstrate the role of neuroscience in informing traditional marketing mix strategies and highlight the benefits of incorporating neuroscience in brand management.