Learning objectives
How and why we buy (consciously, emotionally, with emotional awareness). The OTC case. Segmentation ex ante and neuropricing.
The comprehension of buying behavior’s components in the areas of shopping and specialty goods, learning to integrate the cognitive, emotional and relational components.
Prerequisites
- - -
Course unit content
Channel marketing in specialized distribution of: automobiles, fuel, medicines, glasses, perfumes and cosmetics, household goods, publishing, clothing.
How and why we buy (consciously, emotionally, with emotional awareness). The OTC case. Segmentation ex ante and neuropricing.
Full programme
- - -
Bibliography
G. Lugli, Neuroshopping, Apogeo 2011 -
G. Lugli, Marketing Channel, UTET 2007
- G-Lugli (2012), TRoppa Scelta, Apogeo, Milano
Teaching methods
Lectures
Assessment methods and criteria
Written Examen
Other information
- - -
