THE DEVELOPMENT OF NEUROMARKETING IN RUSSIA

Abstract

The article analyzes the understanding of the essence of neuromarketing in the business circles of Russia. The basis for the completed research is the study of applied publications on various aspects of neuromarketing, as well as materials of forums and roundtables with heads of companies interested in the development and application of neuromarketing. The most relevant interpretations of the concept of "neuromarketing" are highlighted and presented. Areas and types of neuromarketing research, the requirements for organizations engaged in providing this type of service are listed. It is emphasized that the implementation of neuromarketing services requires a certain logistical basis, on which the format of services and the quality of research depends. The main types of equipment are presented with a description of the characteristics and prices depending on the level of complexity of the tasks of neuromarketing. In order to understand the prevalence of neuromarketing services and their qualitative level, the characteristics of companies engaged in neuromarketing in Russia have been analyzed. The author describes the activities of companies operating in Russia and the range of tasks they solve in the field of neuromarketing. The article concludes by showing the prospects of neuromarketing development and describing the possibilities of its application in various areas of activity.