000 01463aam a2200217 4500
008 140323b2012 xxu||||| |||| 00| 0 eng d
020 _a9780749465704
082 _a658.8343
100 _aMartinez, Pepe
245 _aThe consumer mind: brand perception and the implications for marketers
260 _c2012
_bKogan Page
_aNew Delhi
300 _a178 p.
_bIncludes bibliographical references
365 _aINR
520 _aThe 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.
650 _aMarketing
650 _aConsumers - Psychology
650 _aNeuromarketing
650 _aBranding (Marketing)
650 _aMarketing - Psychological aspects
942 _cBK
999 _c173898