The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand / Erik Du Plessis

By:

Du Plessis, Erik

Language: English Publication details: 2011 London, UK Kogan PageEdition: 1st edDescription: xvii, 251 p. : ill. ; 24 cmISBN:

9780749461256

Subject(s):

Business and Management

DDC classification:

658.8342 DUP

Summary: 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.

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Holdings
Item type	Current library	Call number	Status	Barcode
English Books	Anna Centenary Library 6TH FLOOR, A WING	658.8342 DUP (Browse shelf(Opens below))	Available	697415
English Books	Anna Centenary Library 6TH FLOOR, B WING	658.8342 DUP (Browse shelf(Opens below))	Available	696033
English Books	Anna Centenary Library 6TH FLOOR, B WING	658.8342 DUP;1 (Browse shelf(Opens below))	Available	696034

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Previous	658.827 PRI Brand Management	658.827 RAM Customer experience and experiential marketing (Applications in hospitality and tourism industry)	658.83 BRA;1 Questionnaire design : how to plan, structure and write survey material for effective market research	658.8342 DUP The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand	658.8343 WHE Architecting experience: a conversion Science handbook	658.84 HOP Grow your global markets: a handbook for successful market entry	658.84 KEL;1 Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners	Next

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.

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The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand / Erik Du Plessis

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