Leon Zurawicki: Neuromarketing: Exploring the Brain of the Consumer

On the wave of popularity of neuromarketing , a lot of books was created . Their level is different. Among the many books Leon Zurawicki’ publication Neuromarketing : Exploring the Brain of the Consumer is distinguished.

Leon Zurawicki is a professor of the University of Massachusetts, Boston , USA. His profession greatly influenced the level and content of the book. Scientific reliability meant that all the information given in the book can be checked and verified. The book is written in strict and clear language, each cited fact is supported by the data source or references to other publications. Bibliography of books is one of the most comprehensive publications in neuromarketing .

From many problems in the field of neuromarketing author chose and defined basic : decision-making process and its progress in the brain of the consumer. The author noted that the consumer is usually to choose one product or service from a whole set of assets with similar characteristics or properties. The main problem is thus the process of selecting one of the goods . This problem runs through all the book contents, and returns as the leading motive in the content of the passage or chapter. The selection process is presented as a multidimensional approach and is a leading theme in the measurement of biometric parameters , segmentation and positioning clients based on the principles of neuromarketing and implementation of concepts and tools of neuromarketing and biometrics in business practice .

One of the few reliable books on neuromarketing . Helpful .