The book focuses on the conceptualization of sensory marketing and neurolinguistic programming as potential tools for implementing neuromarketing, as well as the evaluation of its feedback in relation to factors influencing business behavior. The primary objective of the book is to clarify specific aspects of neuromarketing and neurolinguistic programming in the context of business behavior and to compare how subjectively businesspeople and customers perceive these aspects. It is dedicated to experts in the field of scientific research who engage in the study of neuromarketing and neurolinguistic programming in various contexts, especially in connection with sensory marketing in business behavior. Possibilities of using the presented methodologies, as well as theoretical and methodological knowledge, can be found in the preference of people for work, also in the education, coaching, and training of salespeople, employees, and people in general.