If you could read only one book this year to stay on top of everything neuromarketing, it should be the Neuromarketing Yearbook 2021. A nicely designed, hard-cover book, featuring the best in neuromarketing from both science and business - great material for your coffee table.
The Neuromarketing Yearbook consists of three parts. The first part gives an overview of the most relevant scientific research projects that were performed in that year. In this section, neuroscientist Michael E Smith reviews the broader peer-reviewed literature on neuroscience and marketing and identifies and highlights a number of papers that are worth a mention. The second part showcases best practices from members and other parties working in the neuromarketing industry. Neuroscience practitioners Thom Noble and Darren Bridger take the lead in this section. In their introduction, they identify neuromarketing trends and developments in the current business environment. The last part of the yearbook consists of an up-to-date global directory of neuromarketing organizations. Here you can find contact details of all the relevant vendors and research agencies per country.
Looking at the articles in the Yearbook and comparing these with previous Neuromarketing Yearbooks, gives you another great insight into where the industry came from and how it has evolved over the years.