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SCOAP als Bedürfnistheorie für das Neuromarketing

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Internationale Trends in der Markenkommunikation

Zusammenfassung

Das Neuromarketing als die interdisziplinäre Verbindung von neurowissenschaftlicher Forschung und der Marketinglehre erfreut sich zunehmender Beliebtheit. Einzelne Studien zeigen neue Erkenntnisse, weshalb bestehende Ansätze und Theorien des Marketings neu überdacht werden sollten. Nach einer kurzen Einführung in das Neuromarketing und die Neurowissenschaft wird eine neue Bedürfnistheorie – SCOAP – als Ansatzpunkt für das Neuromarketing vorgestellt. Die Ausführungen werden abschließend mit einem Praxisbeispiel anhand der Apple Inc. veranschaulicht.

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Author information

Authors and Affiliations

  1. Fachbereich Wirtschaftswissenschaften, Hochschule Bonn-Rhein-Sieg, Grantham- Allee 20, 53757, Sankt Augustin, Deutschland

    Argang Ghadiri M.Sc. & Prof. Dr. Theo Peters

  2. Human Brains Foundation, Bleicherstrasse 4, 6003, Luzern, Schweiz

    Andreas Habermacher

Authors
  1. Argang Ghadiri M.Sc.
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  2. Andreas Habermacher
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  3. Prof. Dr. Theo Peters
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Correspondence to Argang Ghadiri M.Sc. .

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Editors and Affiliations

  1. SRH Hochschule Berlin, Berlin, Berlin, Germany

    Anabel Ternès

  2. SRH Hochschule Berlin, Berlin, Berlin, Germany

    Ian Towers

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Ghadiri, A., Habermacher, A., Peters, T. (2014). SCOAP als Bedürfnistheorie für das Neuromarketing. In: Ternès, A., Towers, I. (eds) Internationale Trends in der Markenkommunikation. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01517-6_1

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  • DOI: https://doi.org/10.1007/978-3-658-01517-6_1

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  • Publisher Name: Springer Gabler, Wiesbaden

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  • Online ISBN: 978-3-658-01517-6

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