NEUROMARKETING: SCIENTIFIC FOUNDATIONS AND PRACTICAL APPLICATIONS IN ORGANIZATIONAL MANAGEMENT

The article examines the scientific foundations of neuromarketing, which lie at the intersection of neuroscience, psychology and marketing, giving companies unique opportunities to study consumer behavior at a level inaccessible to traditional methods. Neuromarketing technologies allow us to look into the subconscious of consumers, analyze their emotions, perceptions and motivation, providing objective data that can be used to develop effective marketing strategies. The practical application of neuromarketing covers a wide range of tasks: from advertising testing and packaging design optimization to developing new products and improving customer experience. These tools allow companies to make informed decisions, strengthen audience loyalty and minimize risks. The author analyzes key methods and tools, as well as examples of successful application of neuromarketing in organizational management.