Neuromarketing Strategic Management Model
Keywords:
NEUROMARKETING, NEUROMARKETING STRATEGIC CONTROL, NEUROMARKETING STRATEGIC CONTROL MODELAbstract
To ensure long-term competitive advantages and sustainable development of an enterprise, it is necessary to apply a strategic approach to the neuromarketing management.
The neuromarketing strategic management is a set of logical sequence of actions, which can be represented in the form of a model, which includes three main elements: neuromarketing strategic planning; neuromarketing strategic organization; neuromarketing strategic control.
At the same time, it should be noted the role of the neuromarketing strategic assets, which are a key link in the implementation of the functions of the neuromarketing strategic management and directly affect the effectiveness of each stage of the neuromarketing strategic management.
The neuromarketing strategic planning should be carried out in the following order: the strategic analysis; setting strategic goals for neuromarketing; portfolio formation of neuromarketing strategies.
The neuromarketing strategic organization is the process of adapting the enterprise management system to the neuromarketing concept in order to implement strategies effectively and set strategic objectives. At this stage, neuromarketing strategies are being implemented, the organizational structure is being optimized in order to adapt it, and strategic changes are being made.
The neuromarketing strategic control should cover all levels of management such as corporate, business and functional ones. At the same time, the main areas of the neuromarketing strategic control are the diagnostics of the neuromarketing management system, the analysis of the neuromarketing strategic assets and the assessment of the neuromarketing management effectiveness.
Thus, the use of the neuromarketing strategic management model will help to ensure the stable development of trade enterprises in the long term, strengthen the strategic position of the enterprise in the market, effectively achieve the strategic goals of the neuromarketing management, which together will become one of the key success factors.
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