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The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand
Du Plessis, Erik
The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand / Erik Du Plessis - 1st ed. - London, UK Kogan Page 2011 - xvii, 251 p. : ill. ; 24 cm.
Includes bibliographies and index
The Branded Mind is about how people think, and in particular how people think about brands. Brand choice decisions ultimately take place inside the consumer's head. Brain science, then, holds lessons for how consumers respond to brands and make purchasing decisions. Marketers and brand managers should take note. Erik du Plessis does just that. In this, his second book, du Plessis explores what scientists have uncovered about the structure of the brain and how different parts of the brain interact.
9780749461256
Business and Management
658.8342 / DUP
The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand / Erik Du Plessis - 1st ed. - London, UK Kogan Page 2011 - xvii, 251 p. : ill. ; 24 cm.
Includes bibliographies and index
The Branded Mind is about how people think, and in particular how people think about brands. Brand choice decisions ultimately take place inside the consumer's head. Brain science, then, holds lessons for how consumers respond to brands and make purchasing decisions. Marketers and brand managers should take note. Erik du Plessis does just that. In this, his second book, du Plessis explores what scientists have uncovered about the structure of the brain and how different parts of the brain interact.
9780749461256
Business and Management
658.8342 / DUP