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Neuro marketing is a new scientific technique that has gained increasing acceptance in recent years. This concept makes use of brain research to overcome the drawbacks of traditional marketing to understand the consumer behavior.Our paper focuses on acquainting the readers with the concepts of neuromarketing and ascertaining its prominence for companies as well for the consumers. An effort is also made to bring out the various neuro marketing techniques used by companies for which the paper adopts a case study approach. In spite of being a very noticeable concept in the field of marketing, neuro marketing faces a lot of criticism. Our paper discusses the limitations of this concept in the marketing arena and also suggests that it has the potential to establish a unique bond between consumer cognizance and marketing and significantly improve the effectiveness of both.