It has reveals innovations in products and services with the change of consumer expectations in recently. Marketing mix (4P) has inadequate across from changing consumer needs and expectations. Companies have become more important to the characteristics of consumers than the environmental factors that affect marketing mix in order to appeal to changing consumer demands in an intense competitive environment and to increase market demand. Also, traditional research methods have important limitations in terms of underlying the decision mechanism of the consumer. Therefore, marketing reseachers have begun to focus on new research methods in order to respond to changing consumer needs. One of the marketing insights that includes these research methods is Neuromarketing has an important part of the consumer's decision mechanism. The study has aimed to present the marketing mix in the last point along with the evolution of marketing together with application examples from the perspective of neuromarketing researches.
Marketing mix (4P), Neuromarketing.
|Author :||Talha BAYIR - - Nurcan YÜCEL - Atilla YÜCEL|
|Number of pages:||252-275|