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Slijepčević, Milica; Popović Šević, Nevenka; Radojević, Ivana
Mednarodno Inovativno Poslovanje, 05/2019, Volume: 11, Issue: 1Journal Article
Marketing specialists, marketing academics and neurologists define more effective strategic approaches for communication with modern consumers through neuromarketing. Defining the limiting factors in the neuromarketing research process by examining the attitudes of relevant respondents was the aim of this empirical research. The conclusion was that neuromarketing research is a modern approach to understanding consumer behaviour during the process of purchasing products and services and that, within certain limits, is in line with ethical criteria
