Neuromarketing, Neuroscience, and Their Contribution to Organizational Knowledge Management

The main objective of this chapter is to identify a course of action based on the fundamental principles of neuromarketing linked to a basic understanding of how the brain works. It arises from two research projects: "Neuromarketing: Application Principles in Television Advertising on Open National Channels in Colombia to Strengthen Marketing Strategies in SMEs" and "Consumer Behavior and Decision-Making Processes in Relation to the Use of Neuromarketing (Neuroscience) in Mass Consumer Products," both belonging to the School of Administrative, Accounting, Economic and Business Sciences (ECACEN) at UNAD. These projects serve as a starting point for contributing to the development of knowledge management within organizations, given that neuroscience and neuromarketing, from their very conception, establish key insights and areas of focus that help strengthen the critical aspects of the knowledge management model. The research is qualitative, theoretical, and bibliographic in nature; it identifies foundational theoretical elements and uncovers convergent relationships in order to obtain valid and reproducible inferences that can be applied in context and, when verified against other primary sources, demonstrate validity and coherence in establishing a shared reality. Communication keys for engaging the human brain are proposed, along with a strategy deployment pathway grounded in neuroscience and neuromarketing principles. As an added value, the chapter highlights the identification of key neuromarketing and neuroscience factors for communicating with the human brain.