BUSINESS INFORM №4-2014

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Section: Management and Marketing
UDC 332.143:347.7
Hugul O. Y., Zinchuk D. M.
Neuromarketing as an Instrument of Study of Behaviour of Consumers in the System of Marketing Innovations of an Enterprise (p. 437 - 440)
The article reveals the essence of marketing innovations of an enterprise. It shows that marketing innovations should be formed at two levels – conceptual and instrumental. As for the conceptual level, it is expedient to introduce the concept of innovation development of marketing, along with the existing ones, which would ensure realisation of innovations at the level of marketing instruments. The article identifies the main goal, subject and directions of use of neuromarketing. It justifies expediency of use of the results of the study of behaviour of consumers with the help of neuromarketing instruments. The article analyses development of neuromarketing technologies by foreign companies and their use in the practice of activity of domestic companies.
Keywords: marketing innovations, concept of innovation development of marketing, neuromarketing
Bibl.: 10.

Hugul Oksana Ya. – Candidate of Sciences (Economics), Associate Professor, Department of International Business and Tourism, Ternopil National Economic University (11 Lvіvska Str., Ternopil, 46020, Ukraine)
Email: [email protected]
Zinchuk Dmytro M. – Student, Ternopil National Economic University (11 Lvіvska Str., Ternopil, 46020, Ukraine)

Article is written in Ukrainian
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Reference to this article:
Hugul, Oksana Ya., and Zinchuk, Dmytro M. (2014) “Neuromarketing as an Instrument of Study of Behaviour of Consumers in the System of Marketing Innovations of an Enterprise.” Business Inform 4:437–440.

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