Get Free Ebook The Consumer Mind: Brand Perception and the Implications for MarketersBy Pepe Martinez
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The Consumer Mind: Brand Perception and the Implications for MarketersBy Pepe Martinez
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The Consumer Mind explores the relationship between consumers and brands, analyzing 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 analyzes the environment, and the implications for brands.
The book features global-level analysis of 100 top brands (including Apple, Google, McDonald's, Coca-Cola, Facebook, Blackberry, Fedex and Dolce & Gabbana), conducted in 30 countries across the globe and based on feedback from more than two million interviews.
The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way in which their brands are perceived and to encourage trial and repeat purchases.
- Sales Rank: #1408297 in Books
- Brand: Brand: Kogan Page
- Published on: 2012-07-15
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .56" w x 6.00" l, 1.85 pounds
- Binding: Paperback
- 200 pages
- Used Book in Good Condition
Review
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
Marketing professionals, market researchers, advertising professionals, media, and sales departments
About the Author
Pepe Martínez is the Managing Director of Millward Brown Iberia. He was previously the head of Euroqual, the European qualitative research network and has won four awards from the Spanish Marketing Research Society, AEDEMO, for his work. He gives frequent lectures throughout Europe at universities, business schools and marketing forums on the relationship between young consumers and brands, social media and qualitative research.
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