Neuromarketing is an interdisciplinary field merging neuroscience and marketing, holds great promise for understanding consumer behaviour. This paper provides a concise overview of the historical foundations of neuromarketing, the brain areas that affect decision-making, and major techniques or methodologies to measure brain responses to marketing stimuli (the most common being Functional Magnetic Resonance Imaging, fMRI or Electroencephalography, EEG). It also aims to display some real examples of applied neuromarketing in the business environment (Procter & Gamble, CocaCola, Pepsi…), and key findings from substantial neuroimaging studies, while analysing its challenges, such as limited empirical documentation or ethical considerations. To further picture the overall context of neuromarketing, potential opportunities for businesses in the technological era, among other fields, are presented.