Pepe Martínez

Broschiertes Buch

The Consumer Mind

Brand Perception and the Implications for Marketers

Beschreibung

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.

Autor

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.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 200
• Erscheinungstermin: 26. Juni 2012
• Englisch
• Abmessung: 234mm x 156mm x 11mm
• Gewicht: 313g
• ISBN-13: 9780749465704
• ISBN-10: 0749465700
• Artikelnr.: 34226622