The Branded Mind

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The Branded Mind

By Erik Du Plessis

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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, how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour. Investigating developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies, The Branded Mind is based on exclusive research by Millward Brown, one of the World's top market research companies. This unique and insightful book covers everything from the nature of feelings, emotions and moods, to consumer behaviour, decision making and market segmentation, and how to use these insights to the benefit of your brand.

Subject: Business & Economics -> Marketing -> Principles of Marketing

The Branded Mind
What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand
1st edition
Publisher: Kogan Page 2/3/11
Imprint: Kogan Page
Language: English
Length: 272 pages

ISBN 10: 0749462981
ISBN 13: 9780749462987
Print ISBN: 9780749461256

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