(Pontificia Universidad Católica del Perú, 2019-10-17) Rodriguez Trujillo, Ana Lizbeth
The present study focuses on knowing what the consumer's behavior is, with respect to the use of marketing strategies that companies in the commercial sector give to the development of their brands, from the perspective of neuromarketing. The theoretical framework details the elements studied by this discipline, such as the human brain and the external and internal factors that influence it. This framework will help companies to have a clearer notion of their target audience when they are defining the marketing strategy that is planned to implement, for which they must take marketing insights into account.
