Neuromarketing has become a central marketing issue in the new global economy. The term neuromarketing is a combination of neuroscience and marketing. This new concept provides new insights and powerful techniques in marketing research, especially on consumer analysis. The central concept of neuromarketing is strongly related to brain activities, understanding the consumers’ subconscious mind, explaining consumers’ preferences, motivations, and expectations, and predicting consumers’ behavior. Neuromarketing is not to replace traditional marketing methods, but rather to provide unique and complementary insights. This paper focuses on the growing field of neuromarketing and aims to explain the fundamental concepts of neuromarketing to ensure that its unexplored practical usefulness can positively contribute to the field of marketing. Therefore, this review will help researchers to develop effective approaches further, to provide better and more efficient services to consumers through the use of scientific methods to understand how consumers respond to marketing campaigns.
Bakery products become a regular food in most part of the world and are essential commodities today. There is a high potential for business growth in selling bakery products. In the business world, Small-Medium Enterprises (SMEs) are primarily engaged in the bakery business, but cannot compete with the branded bakery Industry. The SMEs in Malaysia are striving hard to achieve growth in the business of bakery products. The present case study deals with the issues faced by SMEs and provided some valid recommendations to resolve the existing problems in the bakery business. The case analysis and its findings reveal that SMEs have unstructured marketing strategies and needs enhancements in the areas of packaging, value add to the bakery products, focus on promotion and appropriate advertising strategies. Further, the analysis reveals that more coverage of selling points for bakery products, the increased number of distribution centers and proper incentives to the agents may definitely improve the marketing of bakery products.