The Consumer Mind: Brand Perception and the Implications for Marketers ePub (Adobe DRM) download by Pepe Martinez

The Consumer Mind: Brand Perception and the Implications for Marketers

Kogan Page
Publication date: June 2012
ISBN: 9780749465711
Digital Book format: ePub (Adobe DRM)

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The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyses the daily mental functions of consumers, in relation to others and their environment, and the implications for brands. The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way that their brands are perceived and to encourage trial and repeat purchases.
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Language:
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