EFFECTS OF NEUROMARKETING ON MARKETING PERFORMANCE AND MARKET SHARE GROWTH: CASE STUDY OF SELECTED MANUFACTURING COMPANIES OF BUSHEHR PROVINCE, IRAN

被引：0

作者：

Naserian, Jouya ^{[1
]}

Naserian, Pouya ^{[2
]}

Kheirabadi, Maryam Asadollahi ^{[3
]}

机构：

[1] Islamic Azad Univ, Fac Engn, Dept Informat Technol, Safashahr Branch, Khorrami, Iran

[2] Islamic Azad Univ, Marvdasht Branch, Fac Engn, Dept Mech Engn, Marvdasht, Iran

[3] Islamic Azad Univ, Fac Humanities, Dept Management, Firuzkouh Branch, Firuzkuh, Iran

来源：

INTERNATIONAL TRANSACTION JOURNAL OF ENGINEERING MANAGEMENT & APPLIED SCIENCES & TECHNOLOGIES | 2019年 / 10卷 / 06期

关键词：

Business management; Market share; Information processing; Business administration; Neuroscience;

D O I：

10.14456/ITJEMAST.2019.74

中图分类号：

O [数理科学和化学]; P [天文学、地球科学]; Q [生物科学]; N [自然科学总论];

学科分类号：

07 ; 0710 ; 09 ;

摘要：

The present study aimed to investigate the effect of neuromarketing on marketing performance and market share growth among selected manufacturing companies in Bushehr province. The statistical population of the research included 177 senior managers, deputies, branch managers and administrative staff with more than five years of work experience in selected manufacturing companies of Bushehr province. In order to collect data, a questionnaire was used and consisted of three parts of the neuromarketing, marketing performance, and market share growth. In addition, the validity and reliability of the questionnaire were confirmed. This research had three hypotheses that have been analyzed using SPSS software. The results indicated that neuromarketing affects marketing performance and market share growth. Finally, marketing performance also affects market share growth. (c) 2019 INT TRANS J ENG MANAG SCI TECH.

引用

页码：803 / 810

页数：8

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