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This book constitutes an exploratory report that examines the current practices, literature, discussions and opinions on the use of neuromarketing. Specifically, it tests the hypothesis that neuromarketing is a valid marketing tool that can help marketers optimize their marketing efforts and the return on their marketing investments. To do so, the book answers three research questions: (1) Is neuromarketing a valid marketing tool? , (2) Where is it optimal to deploy neuromarketing? and, (3) How can neuromarketing be deployed? . The result is an exploratory and theoretically grounded book on neuromarketing that can help aid marketing managers, marketers, and individuals, in their continuing quest to unlock the mysteries behind consumer decision-making and purchasing behaviors.
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