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Case Studies | Management | India | Volume 7 Issue 5, May 2018 | Popularity: 6.2 / 10

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Leveraging Horizons in the Market Place through NeuroMarketing - A Case Study of Google Facilitating the Growth of Global Retail Giants

Mathangi.V, Aswini.U

Abstract: In the backdrop of hectic competition among retailers to grab the market share, capitalizing on brand loyalty and thereby enhance their financial performance, a unique and niche concept known as Neuromarketing is taking the world by storm over the recent decades and is being used by every major company in the world in umpteen number of ways. Whilst such widespread influence in the marketing world, many are not aware of what neuromarketing is or how neuromarketing is used in our day to day life. This paper attempts to throw light on the immense potential of employing neuromarketing techniques for better consumer engagement and creation of brand loyalty in the market place. In this light, a case study on how large corporations like Google, Amazon etc. have leveraged the application of neuroscience in marketing research towards enhancing their market share in the recent times is being documented in this paper.

Keywords: Neuromarketing, Marketing Research, Neuroscience, Consumer Engagement

Edition: Volume 7 Issue 5, May 2018

Pages: 218 - 220

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