Neuromarketing Strategic Engineering: Global, Local, and Transnational

Abstract

Based on the extensive literature review, and the deduced holistic and synergetic approach to human brain functioning, the author argues for the necessity of working out Neuromarketing Strategic Engineering (NSE) as a system. The author offers her conceptualization of NSE as well as its basic methodological approaches - global, local and transnational - with the purpose of making the elaboration of sustainable competitive advantages of a company or a state at global market to be more effective. The author also applies multidisciplinary and system approaches and the Case Study method in her research. The article represents an initial contribution to the methodological framework design on NSE.