The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand

By: Plessis, Erik du
Material type: TextTextPublisher: London Kogan Page 2011Description: xvii, 251 pISBN: 9780749461256Subject(s): Neuromarketing | Advertising - Psychological aspects | Marketing - Psychological aspects | Branding (Marketing)DDC classification: 658.8342 Summary: 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. http://www.koganpage.com/editions/the-branded-mind/9780749461256
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Books Vikram Sarabhai Library
Slot 2190 (2 Floor, East Wing) Non-fiction 658.8342 P5B7 (Browse shelf) Available 179444

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.

http://www.koganpage.com/editions/the-branded-mind/9780749461256

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