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The Consumer Mind
Brand Perception and the Implications for Marketers


About the Book
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 ... Expand

Authors / Editors
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.

Press Coverage
"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 ... Expand

Table of Contents
Preface 
Acknowledgements 

01 Introduction 
A look back 
What is neuromarketing? 
Neuroscience is already producing results 
A glimpse of the future 
The aim of this book 

02 Starting point: the pillars of the human mind 
Evolution is capricious 
The four basic mental functions 
The mind and the theatre 
Enter your mind! 

03 The alarm clock rings 

04 The world surrounding us 
External versus internal reality 
Our mind influences perception 
Analysis of different logos 

05 Careful! Watch out! 
Our environment is overflowing 
Attention in action: in the supermarket or the disco 
Differences between perception and attention 

06 Do you ... Expand

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