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The Consumer Mind
Brand Perception and the Implications for Marketers
The Consumer Mind is based on research from Millward Brown and provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer.
EAN: 9780749465704
Edition: 1
Published:
Format: 234 x 156
200 pages
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About the book
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.
About the authors
Pepe Martinez is the Managing Director of Millward Brown, Iberia. He holds a degree in Psychology from the Complutense University, Madrid (UCM) and he has been working in marketing research for nearly 30 years. Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research.
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