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Book
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Simona Ruffino
Ethical Neuromarketing
Listening to People to Build effective Brands
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- Overview
- About the author
- Press
-
Simona Ruffino
Ethical Neuromarketing
Listening to People to Build effective Brands
- Overview
- About the author
- Press
Overview
This handbook highlights the theories, references to neuroscience literature, application methods and ethical reflections you need to know in order to design a business model oriented towards human value through neuromarketing.
The first section combines theory and practice, focussing on the cognitive and emotional processes required for the predictive reading of purchasing behaviours and the construction of valuable brand identities.
The second section reflects on humanistic capitalism and on utopia as a core concept in evolved business models, where ethics acts as the thread that weaves and binds the syntax of the entire marketing and communication process.
This is a useful and inspiring volume for entrepreneurs, marketing and communication professionals and students, who will find turnkey strategic models and a modern, human and ethical vision of working.
About the author
Simona Ruffino is a Brand Strategist & Neurobrand Specialist, a consultant to numerous medium and large Italian companies, a speaker and a coach. In 2015 she won the Eccellenza nella Comunicazione Italiana award. She is a member of NMSBA and Associazione Italiana Neuromarketing. She lives in Rome.
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Book formats
Digital formats