The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand - Couverture rigide

Du Plessis, Erik

Couverture rigide

ISBN 10 : 074946125X ISBN 13 : 9780749461256

Editeur : Kogan Page Ltd, 2011

Synopsis

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, how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour.

Investigating developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies, The Branded Mind is based on exclusive research by Millward Brown, one of the World's top market research companies. This unique and insightful book covers everything from the nature of feelings, emotions and moods, to consumer behaviour, decision making and market segmentation, and how to use these insights to the benefit of your brand.

A propos du livre

À propos de l'auteur

Erik du Plessis is CEO of Millward Brown South Africa, and formerly ran his own company, Impact, in South Africa. Both Millward Brown and Impact are well known for their expertise in brand and advertising research. Millward Brown, a global leader in marketing research, is well known for pioneering many of the industry's most innovative research methodologies and techniques to assess and track advertising and brand performance.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2011
• Langue: anglais
• ISBN 10: 074946125X
• ISBN 13: 9780749461256
• Reliure: Relié
• Nombre de pages: 272
• Coordonnées du fabricant: non disponible
• Personne responsable: GPSR Kontakt; gpsr@libri.de; ; Europaallee 1; Bad Hersfeld; 36244; Allemagne