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The consumer mind: brand perception and the implications for marketers

By: Martinez, Pepe.
Publisher: New Delhi Kogan Page 2012Description: 178 p.ISBN: 9780749465704.Subject(s): Marketing | Consumers - Psychology | Neuromarketing | Branding (Marketing) | Marketing - Psychological aspectsDDC classification: 658.8343 Summary: The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyses the daily mental functions of consumers, in relation to others and their environment, and the implications for brands. The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way that their brands are perceived and to encourage trial and repeat purchases.
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Books Vikram Sarabhai Library
Slot 2190 (2 Floor, East Wing) Non-fiction 658.8343 M2C6 (Browse shelf) Available 177362

Includes bibliographical references

The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyses the daily mental functions of consumers, in relation to others and their environment, and the implications for brands. The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way that their brands are perceived and to encourage trial and repeat purchases.

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