A theoretical analysis of the transition to neuromarketing in traditional marketing

The technological developments that emerged with the industrial revolution, provided massive scale of increase in the production of goods and services. Mass-scale developments in production brought the problem of marketing of products. The problems experienced in the sale of the goods and services, couldn't overcome by classical marketing methods have directed the enterprises to new marketing searches. The introduction of scientific methods in marketing has laid the ground for new studies to determine the subject, method and scope of marketing. The concept of "business management", adopted by American companies such as General Electric in the early 1950s, has become one of the key elements of the business philosophy. "The neuromarketing" approach that emerged from the 1990s came into prominence with its very different structure than the other marketing approaches. As a result of the brain's decision-making function, it is the total of the applications that are performed by the action-reaction mechanism that occurs at the point where the brain takes the decision of purchasing. The reaction of the brain at the time of the purchase; it has an active role in the creation of business policies by measuring the parts of the nerocortex, the limbic system and the old brain with high technology and expensive tools such as EEG and fMRI. In the study, the concept of neuromarketing and the concept of ethics in neuromarketing has been evaluated with the managements executing neuromarketing in Turkey. Content analysis has been done inorder to determine the concepts related to the neuromarketing and ethics in neuromarketing having been obtained from the previous studies. Keywords: Neuromarketing, Ethics İn Neuromarketing, Qualitative Research, Content Analysis