Chapter Neuromarketing in the process of acquiring customers on the example of IKEA activities
In order to attract the customer’s attention and convince them to buy, companies develop marketing strategies, in which they focus on the emotions, desires and needs of consumers. Customer data obtained as part of neuromarketing, is a valuable complement to traditional marketing research. The case s...
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| 格式: | Online |
| 語言: | 波兰语 |
| 出版: |
Wydawnictwo Uniwersytetu Łódzkiego
2025
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| 在線閱讀: | ONIX_20250307_9788382202830_994 |
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| _version_ | 1869522212468293632 |
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| author | Fabicka, Wioletta |
| author_browse | Fabicka, Wioletta |
| author_facet | Fabicka, Wioletta |
| author_sort | Fabicka, Wioletta |
| collection | Directory of Open Access Books |
| description | In order to attract the customer’s attention and convince them to buy, companies develop marketing strategies, in which they focus on the emotions, desires and needs of consumers. Customer data obtained as part of neuromarketing, is a valuable complement to traditional marketing research. The case study aims to show the possibilities of using neuromarketing in the process of acquiring customers. These possibilities were presented on the list of activities of one of the largest companies in the furniture industry – IKEA. The goals of the case study were to explain the essence of neuromarketing and presentation of the characteristics of selected neuromarketing tools, discuss elements of customer acquisition at IKEA based on the sales funnel model, as well as to present the possibilities of using sensory marketing in customer’s acquiring process. |
| format | Online |
| id | doab-20.500.12854ir-155569 |
| institution | Directory of Open Access Books |
| language | pol |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Wydawnictwo Uniwersytetu Łódzkiego |
| publisherStr | Wydawnictwo Uniwersytetu Łódzkiego |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1555692025-03-07T14:23:04Z Chapter Neuromarketing in the process of acquiring customers on the example of IKEA activities Fabicka, Wioletta In order to attract the customer’s attention and convince them to buy, companies develop marketing strategies, in which they focus on the emotions, desires and needs of consumers. Customer data obtained as part of neuromarketing, is a valuable complement to traditional marketing research. The case study aims to show the possibilities of using neuromarketing in the process of acquiring customers. These possibilities were presented on the list of activities of one of the largest companies in the furniture industry – IKEA. The goals of the case study were to explain the essence of neuromarketing and presentation of the characteristics of selected neuromarketing tools, discuss elements of customer acquisition at IKEA based on the sales funnel model, as well as to present the possibilities of using sensory marketing in customer’s acquiring process. 2025-03-07T14:23:03Z 2025-03-07T14:23:03Z 2020 chapter ONIX_20250307_9788382202830_994 9788382202830 9788382202823 9788364462528 https://directory.doabooks.org/handle/20.500.12854/155569 pol image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International https://www.press.uni.lodz.pl/index.php/wul/catalog/book/281 Wydawnictwo Uniwersytetu Łódzkiego In order to attract the customer’s attention and convince them to buy, companies develop marketing strategies, in which they focus on the emotions, desires and needs of consumers. Customer data obtained as part of neuromarketing, is a valuable complement to traditional marketing research. The case study aims to show the possibilities of using neuromarketing in the process of acquiring customers. These possibilities were presented on the list of activities of one of the largest companies in the furniture industry – IKEA. The goals of the case study were to explain the essence of neuromarketing and presentation of the characteristics of selected neuromarketing tools, discuss elements of customer acquisition at IKEA based on the sales funnel model, as well as to present the possibilities of using sensory marketing in customer’s acquiring process. 83bfe9c9-323d-4283-b087-d859fd9af314 9788382202830 9788382202823 9788364462528 120-142 open access |
| spellingShingle | Fabicka, Wioletta Chapter Neuromarketing in the process of acquiring customers on the example of IKEA activities |
| title | Chapter Neuromarketing in the process of acquiring customers on the example of IKEA activities |
| title_full | Chapter Neuromarketing in the process of acquiring customers on the example of IKEA activities |
| title_fullStr | Chapter Neuromarketing in the process of acquiring customers on the example of IKEA activities |
| title_full_unstemmed | Chapter Neuromarketing in the process of acquiring customers on the example of IKEA activities |
| title_short | Chapter Neuromarketing in the process of acquiring customers on the example of IKEA activities |
| title_sort | chapter neuromarketing in the process of acquiring customers on the example of ikea activities |
| url | ONIX_20250307_9788382202830_994 |
| work_keys_str_mv | AT fabickawioletta chapterneuromarketingintheprocessofacquiringcustomersontheexampleofikeaactivities |