Today's brain research offers various methods to uncover the secrets of decision-making processes. At the same time, it reveals which emotional systems are present in the human brain and how they function. This book demonstrates how these insights can be utilized for marketing concepts: it presents all the important aspects of neuromarketing based on the latest research. Leading experts provide fascinating insights and show how they successfully practice neuromarketing themselves. Contents: Scientific foundations: opportunities and limitations. Brand research, advertising effectiveness, purchasing decisions. Limbic® in brand management. What emotional values do products have? New in the 3rd edition: contributions to consumer neuroscience, neuroeconomics, and practical neuromarketing, as well as current expert interviews.