The book "Neuromarketing" by B. N. Gupta provides a comprehensive analysis of the application of neuroscientific methods in the marketing field. It highlights the development of neuroimaging techniques and their influence on understanding consumer behavior and decision-making processes. Neuromarketing is described as an interdisciplinary research area that distinguishes itself from traditional market research methods by focusing on consumers' unconscious reactions. Instead of relying on verbal expressions, this method utilizes the recording of brain activity to capture direct responses to various stimuli. The book offers valuable insights into the psychological aspects of consumer behavior and demonstrates how companies can leverage these findings to better align their products and services with consumer needs.