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The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand Hardcover – 3 Feb 2011

4.7 out of 5 stars 3 customer reviews

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Product details

  • Hardcover: 272 pages
  • Publisher: Kogan Page; 1 edition (3 Feb. 2011)
  • Language: English
  • ISBN-10: 074946125X
  • ISBN-13: 978-0749461256
  • Product Dimensions: 15.6 x 2.3 x 24.2 cm
  • Average Customer Review: 4.7 out of 5 stars
  • Amazon Bestsellers Rank: 682,164 in Books ()
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Product description

Review

"[T]he result of very considerable thought, but thought that has been influenced by the author's digestion of a massive battery of empirical work, in addition to many examples from his long experience as an innovative market researcher." - John Philip Jones, Emeritus Professor at Syracuse University

"Du Plessis...provides an illuminating glimpse into the "black box" of consumer behavior...the author presents research findings to suggest that neuroscience has enough practical substance to warrant exploration of how it might help marketers design strategies that result in more individually tuned consumer value and satisfaction... Summing Up: Recommended." "-"Choice Magazine
""The Branded Mind."..provides a fine survey of how neuroscience research affects market research techniques, and how it can learn from established business routines... explores recent studies and findings in both neuroscience and business, making this a pick for both types of college-level collections." "-"Midwest Book Review
..".["The Branded Mind"] will generously reward those who read it with great care... With both rigor and eloquence, [Erik Du Plessis] explains why emotions are not in conflict with rational behavior; indeed, they cause rational behavior. For those who are eager to understand t


"Du Plessis...provides an illuminating glimpse into the "black box" of consumer behavior...the author presents research findings to suggest that neuroscience has enough practical substance to warrant exploration of how it might help marketers design strategies that result in more individually tuned consumer value and satisfaction... Summing Up: Recommended." "--"Choice Magazine

""The Branded Mind"...provides a fine survey of how neuroscience research affects market research techniques, and how it can learn from established business routines... explores recent studies and findings in both neuroscience and business, making this a pick for both types of college-level collections." "-"Midwest Book Review

."..["The Branded Mind"] will generously reward those who read it with great care... With both rigor and eloquence, [Erik Du Plessis] explains why emotions are not in conflict with rational behavior; indeed, they cause rational behavior. For those who are eager to understand the consumer brain and the decision-making process it tends to follow, this insight is of incalculable value... It is a brilliant achievement." -Robert Morris

Recommended by CEO Refresher!

.".. provides an in depth and contemporary analysis of how people think, and how that relates to branding...those in search of a rich and comprehensive understand of neuromarketing should look no further." -- brandchannel.com

See an excerpt on the American Educational Foundation website!

."..[A] fascinating ride into one of the last uncharted areas of the body... This book will be an incredibly useful and beneficial addition to the knowledge of the brain and how traders can exploit its functions." - -- Will Roney, Startup Business Book Reviews

"From Amazon reviewers: "

"Du Plessis uses real-life stories from his years of marketing research to help readers better understand practical marketing strategies." --Katie


"[T]he result of very considerable thought, but thought that has been influenced by the author's digestion of a massive battery of empirical work, in addition to many examples from his long experience as an innovative market researcher." --John Philip Jones, Emeritus Professor at Syracuse University
"Du Plessis...provides an illuminating glimpse into the "black box" of consumer behavior...the author presents research findings to suggest that neuroscience has enough practical substance to warrant exploration of how it might help marketers design strategies that result in more individually tuned consumer value and satisfaction... Summing Up: Recommended." "--"CHOICE
""The Branded Mind."..provides a fine survey of how neuroscience research affects market research techniques, and how it can learn from established business routines... explores recent studies and findings in both neuroscience and business, making this a pick for both types of college-level collections." "--"Midwest Book Review
..".["The Branded Mind"] will generously reward those who read it with great care... With both rigor and eloquence, [Erik Du Plessis] explains why emotions are not in conflict with rational behavior; indeed, they cause rational behavior. For those who are eager to understand the consumer brain and the decision-making process it tends to follow, this insight is of incalculable value... It is a brilliant achievement." --Robert Morris
..". provides an in depth and contemporary analysis of how people think, and how that relates to branding...those in search of a rich and comprehensive understanding of neuromarketing should look no further. " --brandchannel.com
..".[A] fascinating ride into one of the last uncharted areas of the body... This book will be an incredibly useful and beneficial addition to the knowledge of the brain and how traders can exploit its functions." - --Will Roney, Startup Business Book Reviews
"du Plessis brings ani


"[T]he result of very considerable thought, but thought that has been influenced by the author's digestion of a massive battery of empirical work, in addition to many examples from his long experience as an innovative market researcher." --John Philip Jones, Emeritus Professor at Syracuse University

"Du Plessis...provides an illuminating glimpse into the "black box" of consumer behavior...the author presents research findings to suggest that neuroscience has enough practical substance to warrant exploration of how it might help marketers design strategies that result in more individually tuned consumer value and satisfaction... Summing Up: Recommended." --CHOICE

"The Branded Mind...provides a fine survey of how neuroscience research affects market research techniques, and how it can learn from established business routines... explores recent studies and findings in both neuroscience and business, making this a pick for both types of college-level collections." --Midwest Book Review

..".[The Branded Mind] will generously reward those who read it with great care... With both rigor and eloquence, [Erik Du Plessis] explains why emotions are not in conflict with rational behavior; indeed, they cause rational behavior. For those who are eager to understand the consumer brain and the decision-making process it tends to follow, this insight is of incalculable value... It is a brilliant achievement." --Robert Morris

..". provides an in depth and contemporary analysis of how people think, and how that relates to branding...those in search of a rich and comprehensive understanding of neuromarketing should look no further. " --brandchannel.com

..".[A] fascinating ride into one of the last uncharted areas of the body... This book will be an incredibly useful and beneficial addition to the knowledge of the brain and how traders can exploit its functions." - --Will Roney, Startup Business Book Reviews

"du Plessis brings an even more focused treatment to the topic of neuromarketing... He breaks his fairly dense material into brief chapters, so you can pick and choose according to your interests, ranging from cognitive science to branding, with many intriguing stops in between. getAbstract recommends du Plessis's research, insights and engaging questions to marketing professionals and to readers interested in decision making, advertising, neuroscience and neuromarketing." --getAbstract

Book Description

New title from the author of The Advertised Mind

Based on research by Millward Brown - one of the Worlds top market reseach companies

Investigates the advances in brain science and how it affects marketing theories

Explores consumer decision making and the implications for brands

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Customer reviews

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TOP 500 REVIEWER
17 June 2011
Format: Hardcover
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13 September 2012
Format: Kindle Edition
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31 December 2011
Format: Hardcover
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Most helpful customer reviews on Amazon.com

Amazon.com: 3.5 out of 5 stars 10 reviews
Koong
5.0 out of 5 starsNumber of marketing books talking about neoroscience coming up every ...
4 September 2014 - Published on Amazon.com
Format: Hardcover|Verified Purchase
Marcus McEwen
5.0 out of 5 starsUnderstanding how your mind is affected by branding
24 April 2013 - Published on Amazon.com
Format: Hardcover|Verified Purchase
Amazon Customer
3.0 out of 5 starsSo-so
13 January 2014 - Published on Amazon.com
Format: Kindle Edition|Verified Purchase
2 people found this helpful.
kuansh
1.0 out of 5 starsParasiting on industry infantility
26 January 2014 - Published on Amazon.com
Format: Hardcover|Verified Purchase
One person found this helpful.
Jan Ostendorf
3.0 out of 5 starsTechnically Good but Hard to Read
19 September 2013 - Published on Amazon.com
Format: Hardcover|Verified Purchase

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