The Consumer Mind

The Consumer Mind Brand Perception and the Implication for Marketers

By Pepe Martinez
Kogan Page June 2012

Specifications

ISBN-13
9780749465704
Publisher
Kogan Page
Publication
June 2012
Format
Paperback , 200 pages
Jurisdiction
International ? Countri(es) for reference only

Details

The Consumer Mind is based on research from Millward Brown and provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer.

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.

About the Author

Pepe Martinez is the Managing Director of Millward Brown, Iberia. He holds a degree in Psychology from the Complutense University, Madrid (UCM) and he has been working in marketing research for nearly 30 years. Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research.

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