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Author Martinez, Pepe, 1960-

Title The consumer mind : brand perception and the implication for marketers / Pepe Martinez.

Imprint London ; Philadelphia : Kogan Page, 2012.


Location Call No. OPAC Message Status
 Axe Books 24x7 Business E-Book  Electronic Book    ---  Available
Description 1 online resource (xviii, 179 pages) : illustrations.
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
data file rda
Series Business professional collection
Note Print version record.
Bibliography Includes bibliographical references and index.
Contents Starting point : the pillars of the human mind -- The alarm clock rings -- The world surrounding us -- Careful! watch out! -- Do you remember? -- Wonderful! -- How clever! -- Who's the boss here? -- Make your mind up! -- I want to be happy! -- I'm off to bed -- Summary of the brain mental functions -- Brands, communications and the mind -- Millward Brown and neuroscience -- Final reflections : philosophy and the mind.
Summary 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.
Language In English.
Subject Consumers -- Psychology.
Branding (Marketing)
Marketing -- Psychological aspects.
BUSINESS & ECONOMICS -- Marketing -- Research.
Branding (Marketing) (OCoLC)fst01743755
Consumers -- Psychology. (OCoLC)fst00876425
Marketing -- Psychological aspects. (OCoLC)fst01010241
Neuromarketing. (OCoLC)fst01743426
Genre/Form Electronic books.
Other Form: Print version: Martinez, Pepe. Consumer Mind : Brand Perception and the Implication for Marketers. London : Kogan Page, 2012 9780749465704
ISBN 9780749465711 (electronic bk.)
0749465719 (electronic bk.)
Standard No. AU@ 000049591464
AU@ 000052893893
AU@ 000053282694
CHNEW 000636647
DEBBG BV040783711
DEBBG BV042743690
DEBBG BV044161333
DEBSZ 397225768
DEBSZ 449280934
NZ1 14689090

Available items only