TY  - BOOK
AU  - Du Plessis, Erik
TI  - The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand
SN  - 9780749461256
U1  - 658.8342 
PY  - 2011///
CY  - London, UK
PB  - Kogan Page
KW  - Business and Management
N1  - Bib and Ref
N2  - 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
ER  -