@misc{10336/4016, year = {2012}, url = {http://repository.urosario.edu.co/handle/10336/4016}, abstract = {Businesses today face a changing environment of increased competition where the most pressing challenge is to secure consumer loyalty using methods that allow a fuller understanding of consumer needs, likes and perceptions. This investigative study will allow the reader to understand the rise, development and use of neuromarketing as a response to global market competition. At the same time, the reader will also understand the determining factors consumers use at the point of purchase, the neuromarketing techniques employed to know and understand consumers, and the experiments and real life cases that have used these techniques to solidify consumer loyalty to specific products and brands.}, organization = {Centro de Estudios Empresariales para la Perdurabilidad}, keywords = {Cerebro}, keywords = {Comportamiento del consumidor}, keywords = {Investigación de mercados}, keywords = {Marketing}, keywords = {Neuromarketing}, keywords = {Organos sensoriales}, title = {Neuromarketing : una forma de romper los paradigmas del marketing convencional}, publisher = {Universidad del Rosario}, keywords = {Brain}, keywords = {Consumer behavior}, keywords = {Market investigations}, keywords = {Marketing}, keywords = {Neuromarketing}, keywords = {Sensory organs}, }