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

By: Material type: TextTextPublication details: London ; Philadelphia : Kogan Page, 2011.Description: xvii, 251 p. : ill. ; 25 cmISBN:
  • 9780749461256
  • 074946125X
Subject(s): DDC classification:
  • 658.8342 DUP
Online resources: Abstract: 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.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Book Book Bangalore 658.8342 DUP (Browse shelf(Opens below)) Available IIMB-78088
Book Book Jammu 658.827 PLE (Browse shelf(Opens below)) Available IIMLJ-1118
Total holds: 0

Includes bibliographical references (p. [245]-246) 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. He investigates developments in neuroscience and neuromarketing and what lessons this holds for.

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