The Branded Mind

The Branded Mind pdf epub mobi txt 电子书 下载 2025

出版者:
作者:Du Plessis, Erik
出品人:
页数:272
译者:
出版时间:2011-3
价格:299.00元
装帧:
isbn号码:9780749461256
丛书系列:
图书标签:
  • 营销 
  • 技能提高 
  • 心理学 
  • 互联网 
  • english 
  •  
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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. He investigates developments in neuroscience and neuromarketing and what lessons this holds for brand managers. What bearing do these developments have on current theories of consumer behavior? How can brain science contribute to marketing and brand-building strategies?

Including research by Millward Brown, The Branded Mind touches on key topics such as the nature of feelings, moods, personality, measuring the brain, consumer behavior, decision making, and market segmentation.

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