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Branded Mind

Name: Branded Mind
Brand: Kogan Page Ltd
SKU: 04346199
Price: 43.2 EUR
Availability: InStock
Author: Erik du Plessis
ISBN: 9780749461256

Erik du Plessis

Language

English

Book Hardback

Libristo code: 04346199

Publishers Kogan Page Ltd, February 2011

"The Branded Mind" is about how people think, and particularly how people think about brands. It exp... Full description

Libristo code: 04346199

105 b

43.20 €

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"The Branded Mind" is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour. It investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies. Including research by Millward Brown, one of the World's top market research companies, it touches on key topics such as the nature of feelings, emotions and moods, personality, measuring the brain, consumer behaviour and decision making and market segmentation.