The Effect of Innovative Marketing Skills on Neuromarketing: A Survey

The present study aimed to explore the relationship between innovative
marketing skills and neuromarketing among sales representatives in pharmaceutical
companies affiliated with the public business sector in Egypt. A sample of 308 company
employees completed a questionnaire which assessed virtuous leadership and innovation
management. The results indicated a positive relationship, displaying statistical
significance, between innovative marketing skills and neuromarketing. The study
concluded that innovative marketing skills act as an important tool to facilitate the
management of neuromarketing, thereby generating high levels of sales influence
among salespeople.