Strategisches Management und Neuromarketing für dynamische Märkte (English shop)

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In times of profound change – shaped by technological transformation, geopolitical uncertainties and shifting customer behaviour – tried-and-tested strategies are reaching their limits.
To achieve lasting success, companies must understand market dynamics, anticipate hidden customer needs and systematically develop their core competencies.

This book shows how this can be achieved: it combines key approaches from strategic management with insights from neuromarketing, buying behaviour, innovation management and lead markets to form an integrated 360° framework. Its particular strength lies in linking a sound scientific foundation with a consistent practical orientation – illustrated by numerous examples and case studies.