Neuromarketing and Its Contribution to Business Competitiveness

This chapter addresses the topics of neuromarketing, brain functioning, and the concepts of competitiveness from their origins, focusing on organizational competitiveness through the formulation of marketing strategies. The analysis of these fields of study is oriented toward identifying a relationship between organizational competitiveness and neuromarketing, articulating the categories defined for the formulation of a marketing strategy and the implications of foundational neuromarketing and neuroscience elements applied to business sciences. The research exercise draws on content analysis and a review of a theoretical framework that covers competitiveness analysis models — from the factors that compose them to the development of a pathway that contributes, based on management principles, to the construction of an organizational competitiveness profile.