Neuromarketing and its internal marketing applications

Abstract

The main objective of this paper is to highlight the potential application of neuromarketing techniques in internal marketing, representing a qualitative and exploratory approach to specialized literature. The research results indicate that there are considerable advantages of using neuroscience research in internal marketing activities such as employee motivation, testing job attractiveness, choosing the best candidates, promoting employer branding, employee retention, and organizational career planning. The new field allows in-depth study of employee behavior and the drawing up of strategies for their retention.