Sahar Mojahedi - Department of Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
Esmaeil Hassanpour - Department of Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran

The aim of this study is to identify and prioritize neuromarketing strategies and investigate itseffects on the company's competitive advantage on the basis of the marketing mix. The travelagencies in Shiraz City were selected as the case study in this research. In this study, we firsttried to identify the neuromarketing strategies. Then, we evaluated the impact of these strategieson the company's competitive advantage. In this study, competitive advantage has been dividedinto the four components of the marketing mix, that is, price, product, promotion anddistribution. We have considered one main hypothesis and four sub-hypotheses in this study inorder to investigate the relationship between neuromarketing strategies and the company'scompetitive advantage.The study population includes all of the 140 personnel and managers of Shiraz travel agenciesthat make up the city of Shiraz, among whom 113 individuals were selected as the sample for thestudy. After the distribution and collection of the questionnaires among the population, thequestionnaire data were analyzed using SPSS software and the T-test was used for testing thehypothesis. It was finally shown that all of the research hypotheses were confirmed andneuromarketing strategies have a significant impact on the company's competitive advantage.

Neuromarketing, competitive advantage, marketing mix