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Book synopsis

"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.

Book details

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

• Full title: Consumer Mind
• Author: Pepe Martinez
• Language: English
• Binding: Paperback
• Number of pages: 200
• EAN: 9780749465704
• ISBN: 0749465700
• ID: 04473785
• Publisher: Kogan Page Ltd
• Weight: 314 g
• Dimensions: 233 × 159 × 11 mm
• Date of publishing: 03. June 2012

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