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The Consumer Mind: Brand Perception and the Implications for Marketers Paperback – 3 Jun 2012


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Review


"In this book Pepe Matrtinez uses everyday examples to explore how instincts, impulses and cognition combine to determine our reaction to the world around us. He brings together the world experienced through the senses and the world as understood by the mind, and explores how the two create meaning, the mental significance that empowers brands and makes them valuable." -- Nigel Hollis Executive Vice President and Chief Global Analyst, Millward Brown USA

."..essential reading for everybody who is interested in how the latest developments in science have influenced today's marketing practice." -- Pawel Ciacek, Head of Neuroscience Practice, Millward Brown Europe


View an excerpt of Chapter 14 listed on the Advertising Education Foundation website


"In this book Pepe Martinez uses everyday examples to explore how instincts, impulses and cognition combine to determine our reaction to the world around us. He brings together the world experienced through the senses and the world as understood by the mind, and explores how the two create meaning, the mental significance that empowers brands and makes them valuable." --Nigel Hollis Executive Vice President and Chief Global Analyst, Millward Brown USA

."..essential reading for everybody who is interested in how the latest developments in science have influenced today's marketing practice." --Pawel Ciacek, Head of Neuroscience Practice, Millward Brown Europe

"Pepe Martinez not only presents an intriguing discussion of the applications of neuromarketing, he offers important insights into the way in which successful brands make a strong rational and emotional connection with the human mind. This book will be an eye-opening learning experience for marketing practitioners and students alike." --ForeWord Reviews

"[U]ses a blend of theory and real world examples to illustrate how the latest developments in neuroscience could benefit the work of marketing practitioners worldwide." --BrandUniq

Book Description

Based on research by Millward Brown - one of the world's top market research companies.

With a foreword by Nigel Hollis - author of The Global Brand.

Global level analysis of the 100 Top brands (including Apple, Google, McDonald's, Coca-Cola, Facebook, Blackberry, Carrefour, Fedex, and Dolce & Gabbana) conducted in 30 countries all over the world with more than 2 million interviews.

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