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Buyology

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Submitted By edgarescriba
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Edgar Escribá
Carné 20111228
13 puntos
Buyology
Martin Lindstrom
Este libro es muy interesante ya que nos habla de cómo las empresas usando métodos tradicionales de investigación han querido encontrar la respuesta a muchas preguntas que usualmente son críticas en su lucha por ganar un espacio en el mercado, o mantenerse o innovar reinventándose. Estas respuestas no reflejan la realidad de lo que está pasando en los consumidores, solo dan números y datos que no pueden ser tomados como ciertos.

En la actualidad se ha vuelto una necesidad encontrar el porqué de las acciones que realizan los consumidores, es por eso que esto ha llevado a que expertos se enfoquen en lograr conseguir estas respuestas y es así como surgió el neuromarketing, que busca analizar las respuestas cerebrales del hombre ante diferentes estímulos del marketing.

La aplicación del neuromarketing en el estudio del consumidor es mucho más efectiva que los métodos tradicionales de investigación, ya que en la mayoría de las ocasiones a los consumidores se les dificulta el poder expresar sus sentimientos o ven distorsionadas sus percepciones debido al proceso de racionalización posterior.

El neuromarketing se ha convertido en una forma innovadora para lograr conseguir el conocimiento del consumidor, este va mas allá de simples números o razones vagas, este va a la verdadera razón que motivo al cliente a comprar o no comprar un producto.

Es interesante ver como el autor nos describe de forma sencilla todos los procesos por los cuales pasa nuestro cerebro al momento de realizar una compra, procesos que nosotros ni nos damos cuenta que están sucediendo en nuestro cerebro y que son estos los que al final determinaran nuestra elección. Siempre es bueno estar al tanto de todas las nuevas tendencias y tecnologías que se están empleando en el mundo ya que si nos quedamos atrás no lograremos sobresalir.

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