The monograph focuses on conceptualizing sensory marketing and neurolinguistic programming as potential tools for implementing neuromarketing, as well as evaluating its feedback in relation to factors influencing business behavior. The primary objective of the monograph 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. The monograph aims to clarify sensory marketing as an attribute of neuromarketing in business behavior and to determine factors that affect business behavior, neurolinguistic programming, and their utilization in that field. The monograph 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. The information which the monograph offers can be used by teachers who educate students in the field of neuromarketing, as well as by students who study the issues of marketing and business. The monograph is also intended for people interested in the neurolinguistic programming issue and who want to pay more attention to this issue and develop it in practice. Possibilities of using the presented methodologies, as well as theoretical and methodological knowledge, can be found in the preference of people for work, and also in the education, coaching, and training of salespeople, employees, and people in general.