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The Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand

The Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand

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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.

Author: Erik Du Plessis
Publisher: Kogan Page
Published: 02/22/2011
Pages: 272
Binding Type: Hardcover
Weight: 1.33lbs
Size: 9.53h x 6.14w x 0.89d
ISBN: 9780749461256

Review Citation(s):
Choice 08/01/2011
Reference and Research Bk News 06/01/2011 pg. 93

About the Author

Erik du Plessis is President of the Johannesburg-based research agency, Impact Information. Impact is now part of the Millward Brown Group, one of the world's top 10 market research companies (owned by WPP) with 65 offices in 39 countries. He is also the author of The Advertised Mind.

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