"企业对企业对大脑？利用 TCCM 分析回顾 B2B 营销中的神经科学研究

IF 2 4区管理学 Q3 BUSINESS

Journal of Business-To-Business Marketing Pub Date : 2024-08-01 DOI:10.1080/1051712x.2024.2380671

Benjamin Österle, Carolina Herrando, Anne Köpsel, Marc Kuhn

引用次数: 0

摘要

神经科学的发现似乎对 B2B 营销研究的一些心理学基础提出了质疑。神经科学最近也被提议作为跨学科研究的一个重要领域。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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“Business-to-Business-to-Brain?” Reviewing Neuroscience Research in B2B-Marketing Using TCCM Analysis

Neuroscientific findings seem to call into question several psychological fundaments of research in B2B-Marketing. Neuroscience was also recently proposed as an important area for interdisciplinary...

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来源期刊

Journal of Business-To-Business Marketing BUSINESS-

CiteScore

2.20

自引率

35.70%

发文量

期刊介绍： The Journal of Business-to-Business Marketing® encourages diversity in approaches to business marketing theory development, research methods, and managerial problem solving. An editorial board comprised of outstanding, internationally recognized scholars and practitioners ensures that the journal maintains impeccable standards of relevance and rigorous scholarship. The Journal of Business-to-Business Marketing features: •basic and applied research that reflects current business marketing theory, methodology, and practice •articles from leading researchers covering topics of mutual interest for the business and academic communities