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The branded mind : what neuroscience really tells us about the puzzle of the brain and the brand / [electronic resource]
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Du Plessis, Erik. |
| 서명/저자사항 | The branded mind[electronic resource] :what neuroscience really tells us about the puzzle of the brain and the brand /Erik du Plessis. |
| 발행사항 | London, UK ; Philadelphia, PA : Kogan Page, 2011. |
| 형태사항 | 1 online resource (xvii, 251 p.) : ill. |
| ISBN | 9780749462987 (electronic bk.) 0749462981 (electronic bk.) |
| 기타표준부호 | 9786613016508 |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | pt. 1. What it is all about -- pt. 2. The decision-making puzzle -- pt. 3. Creating mischief -- pt. 4. Towards insights -- pt. 5. Some marketing implications -- pt. 6. My conclusions. |
| 요약 | The Branded Mind is about how people think, and in particular how people think about brands. Brand choice decisions ultimately take place inside the consumer's head. Brain science, then, holds lessons for how consumers respond to brands and make purchasing decisions. Marketers and brand managers should take note. Erik du Plessis does just that. In this, his second book, du Plessis explores what scientists have uncovered about the structure of the brain and how different parts of the brain interact. He investigates developments in neuroscience and neuromarketing and what lessons this holds for. |
| 일반주제명 | Neuromarketing. Advertising -- Psychological aspects. Marketing -- Psychological aspects. Branding (Marketing) Branding (Marketing) -- Psychological aspects. Business. BUSINESS & ECONOMICS -- Consumer Behavior. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:Du Plessis, Erik.Branded mind.London, UK ; Philadelphia, PA : Kogan Page, 20119780749461256 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=359395 |
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| No. | 등록번호 | 청구기호 | 소장처 | 도서상태 | 반납예정일 | 예약 | 서비스 | 매체정보 |
|---|---|---|---|---|---|---|---|---|
| 1 | WE00002090 | 658.8/342 | 가야대학교/전자책서버(컴퓨터서버)/ | 대출가능 |
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