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Book 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, 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.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Branded Mind
• Author: Erik du Plessis
• Language: English
• Binding: Hardback
• Number of pages: 272
• EAN: 9780749461256
• ISBN: 074946125X
• ID: 04346199
• Publisher: Kogan Page Ltd
• Weight: 568 g
• Dimensions: 243 × 166 × 22 mm
• Date of publishing: 03. February 2011

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