The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand

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9780749461256: The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand
Críticas:

"[T]he result of very considerable thought, but thought that has been influenced by the author's digestion of a massive battery of empirical work, in addition to many examples from his long experience as an innovative market researcher." --John Philip Jones, Emeritus Professor at Syracuse University "Du Plessis...provides an illuminating glimpse into the "black box" of consumer behavior...the author presents research findings to suggest that neuroscience has enough practical substance to warrant exploration of how it might help marketers design strategies that result in more individually tuned consumer value and satisfaction... Summing Up: Recommended." "--"CHOICE ""The Branded Mind."..provides a fine survey of how neuroscience research affects market research techniques, and how it can learn from established business routines... explores recent studies and findings in both neuroscience and business, making this a pick for both types of college-level collections." "--"Midwest Book Review ..".["The Branded Mind"] will generously reward those who read it with great care... With both rigor and eloquence, [Erik Du Plessis] explains why emotions are not in conflict with rational behavior; indeed, they cause rational behavior. For those who are eager to understand the consumer brain and the decision-making process it tends to follow, this insight is of incalculable value... It is a brilliant achievement." --Robert Morris ..". provides an in depth and contemporary analysis of how people think, and how that relates to branding...those in search of a rich and comprehensive understanding of neuromarketing should look no further. " --brandchannel.com ..".[A] fascinating ride into one of the last uncharted areas of the body... This book will be an incredibly useful and beneficial addition to the knowledge of the brain and how traders can exploit its functions." - --Will Roney, Startup Business Book Reviews "du Plessis brings ani

Reseña del editor:

The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour. It investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies. Including research by Millward Brown, one of the World's top market research companies, it touches on key topics such as the nature of feelings, emotions and moods, personality, measuring the brain, consumer behaviour and decision making and market segmentation.

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Erik Du Plessis
Editorial: KOGAN PAGE LIMITED EPZ/SPECIAL PRICED TITLES (2011)
ISBN 10: 074946125X ISBN 13: 9780749461256
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Descripción KOGAN PAGE LIMITED EPZ/SPECIAL PRICED TITLES, 2011. Hardcover. Estado de conservación: New. with PLC Jacket. Nº de ref. de la librería VIVA-9780749461256

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Erik Du Plessis
Editorial: Kogan Page (2011)
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Descripción Kogan Page, 2011. Hardcover. Estado de conservación: New. Nº de ref. de la librería 324638

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Erik Du Plessis
Editorial: KOGAN PAGE LIMITED EPZ/SPECIAL PRICED TITLES (2011)
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Descripción KOGAN PAGE LIMITED EPZ/SPECIAL PRICED TITLES, 2011. Hardcover. Estado de conservación: New. with PLC Jacket. Nº de ref. de la librería VIVA-9780749461256

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Du Plessis, Erik
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Descripción Hardcover. Estado de conservación: New. HARDCOVER Book, Condition: New. 1st Edition. [Please Read Carefully Before Buying], This Is An International Edition. Printed In Black and White. 224 Pages, Book Cover And ISBN No May Be Different From US Edition. Restricted Sales Disclaimer Wordings Not For Sales In USA And Canada May Be Printed On The Cover Of The Book. Standard Shipping 7-14 Business Days. Expedited Shiping 4-8 Business Days. ***WE DO NOT ENTERTAIN BULK ORDERS.*** The Books May Be Ship From Overseas For Inventory Purpose. Nº de ref. de la librería 484663

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Sun-tzu , Gerald A. Michaelson
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Erik du Plessis
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Descripción Kogan Page Limited/Viva Books, 2011. Hardcover. Estado de conservación: New. First edition. The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand-building strategies. Contents: PART ONE ? What it is all about ? Introduction ? The meta? and the micro-problem ? Over-claiming ? Emotions and feelings ? Where does this leave us? ? The puzzle ? This book is about the consumer?s brain ? Why I wrote this book ? Why do we make decisions? ? How do people differ from animals on this view? ? How does this happen in the brain? ? How do we buy a brand? ? Marketing practice ? So what is this book about? ? The new paradigm ? From Descartes to Damasio ? Who is Damasio? ? Who was Descartes? ? What is the paradigm shift that we are looking at? ? Damasio?s somatic marker theorem ? The brain - the coming together of disciplines ? PART TWO ? The decision-making puzzle ? Interpretation, memory, experience, learning ? Why the memory system is important ? Feeling good, culture, personality and memories ? The brain ? Gestalts ? What do artificial neural networks do very well? ? Marketing implications of classifying and predicting ? Interpretation, memory recall, ?comes to mind? ? Introducing the rat brain robot ? Let?s look at this robot rat ? What brain systems does the robot rat need to be more like a human (or just more like a fruit fly)? ? ?Movere?s is Latin for ?to move?, ?to be motivated? ? Move! But where to? ? Feelings ? Why we need to understand feelings ? From many gestalts to one: attention and touchpoints ? Everybody knows what feelings, emotions and moods are - do the scientists? ? Does it matter? ? Definition used in this book ? Time ? The limbic system: the oldest part of the brain ? The ?feeling? brain systems and how they work ? Reconciling this view with Damasio?s view ? The environmental awareness system: emotions ? An emotion is a post-rationalization ? Rational or emotional? ? But are advertisements like snakes? ? Culture and the amygdala ? Herd behaviour ? How many emotions do we have? ? Emotions and marketing ? The ?state of body? system: homeostasis ? Bio-measures and homeostasis ? The ?state of mind? system, or moods and arousal ? Why the brain needs to control its levels of arousal ? Mood and time ? We continuously control our moods ? Bio-measures, mood and arousal ? The evaluation system: pleasure ? ?Dopaminic memories? of brands ? Bio-measures and dopamine ? Personality ? Human ?personality? variation ? What is personality? ? It is not survival of the fittest, but death to the unfit ? Personality and time ? What does this have to do with brands? ? Marketing ? About brand personality ? Bio-measures and personality ? Social systems and culture ? The neuro-basis of culture ? Why do we have an empathy circuit in the brain? ? Prejudice ? The marketing error resulting from the empathy system ? Teaching feelings ? What is culture? ? Culture and time ? Language ? Oatley and Jenkins?s view about culture and emotions ? The global brand ? Culture is much more than countries ? Bio-measures and culture ? Gender differences ? The male/female brain ? Let?s put it all together ? So how do we think we think? ? ?Thinking? involves a lot of brain process ? Making a choice ? A ?new? thought ? Feelings and time ? Measuring the brain ? Single-cell measurement ? Electroencephalography (EEG) ? Magnetoencephalography (MEG) ? Transcranial magnetic stimulation (TMS) ? Indirect measures of neural activity ? Very indirect measurements of brain activity ? ?Reading? the measures ? Creativity in designing brain scanning experiments ? Increasing our brainpower - using neuroscience effectively by Graham Page ? The current state of play ? Key Printed Pages: 270. Nº de ref. de la librería 21941

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