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SM ISO690:2012 SHISHCAN, Zorina. Neuromarketing Strategic Engineering: Global, Local, and Transnational. In: Advances in Intelligent Systems and Computing, 30 iulie - 2 august 2020, Chişinău. Switzerland: Springer Nature Switzerland AG., 2020, Ediția a 14-a, Vol. 1191, pp. 392-404. ISBN 978-303049888-7. ISSN 21945357. DOI: https://doi.org/10.1007/978-3-030-49889-4_31 |
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Advances in Intelligent Systems and Computing Ediția a 14-a, Vol. 1191, 2020 |
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Conferința "Conference on Management Science and Engineering Management" Chişinău, Moldova, 30 iulie - 2 august 2020 | ||||||
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DOI:https://doi.org/10.1007/978-3-030-49889-4_31 | ||||||
Pag. 392-404 | ||||||
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Based on the extensive literature review, and the deduced holistic and synergetic approach to human brain functioning, the author argues for the necessity of working out Neuromarketing Strategic Engineering (NSE) as a system. The author offers her conceptualization of NSE as well as its basic methodological approaches - global, local and transnational - with the purpose of making the elaboration of sustainable competitive advantages of a company or a state at global market to be more effective. The author also applies multidisciplinary and system approaches and the Case Study method in her research. The article represents an initial contribution to the methodological framework design on NSE. |
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Cuvinte-cheie Business competitiveness, global, local, methodology, Neuromarketing, Strategic Engineering, transnational |
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