Methodological providing of innovative marketing research technology

• Sokolova, Liudmyla ^[1] ; Veriasova, Ganna ^[1] ; Ivanova, Viktoriia ^[1] ; Kurdenko, Oleksandr ^[1] ; Ponomarov, Stanislav ^[1]
  1. [1] Kharkiv National University of Radio Electronics, Ukraine
• Localización: Estudios de economía aplicada, ISSN 1133-3197, ISSN-e 1697-5731, Vol. 38, Nº. 4 (The Recent Economic Trends and their Impact on Marketing), 2020 (Ejemplar dedicado a: The Recent Economic Trends and their Impact on Marketing)
• Idioma: inglés
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• Resumen

  • The article highlights description of the new direction of consumer behavior marketing research, namely neuromarketing, which is an innovative tool of modern marketing science for establishing communication links at the subconscious level between a manufacturing company and a consumer audience in order to activate decision-making services. The methodological platform of neuromarketing research is formed, the theoretical basis of neuromarketing research is developed and the portfolio of neuromarketing research tools is created.