Brand seduction : how neuroscience can help marketers build memorable brands

Podrobná bibliografie
Hlavní autor: Weber, Daryl, (Autor)
Typ dokumentu: E-kniha
Jazyk:angličtina
ISBN:9781632659859 (e-book)
9781632650139
Rok: Wayne, New Jersey : Career Press, 2016.
Témata:
On-line přístup:Plný text - nelze MVS
Informace o práci s e-knihami
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020 |a 9781632659859 (e-book) 
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035 |a (Au-PeEL)EBL4722738 
035 |a (CaPaEBR)ebr11289190 
035 |a (OCoLC)944246508 
050 4 |a HF5415  |b .W434 2016 
082 0 |a 658.8/27019  |2 23 
100 1 |a Weber, Daryl,  |e author. 
245 1 0 |a Brand seduction :  |b how neuroscience can help marketers build memorable brands /  |c Daryl Weber. 
264 1 |a Wayne, New Jersey :  |b Career Press,  |c 2016. 
264 4 |c ©2016 
300 |a 1 online resource (157 pages) 
336 |a text  |2 rdacontent 
337 |a computer  |2 rdamedia 
338 |a online resource  |2 rdacarrier 
500 |a Includes index. 
588 |a Description based on print version record. 
590 |a Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. 
505 0 |a Cover Page -- Title Page -- Copyright Page -- Contents -- Preface -- Introduction: The Mental Underworld of Brands -- Part I: The Brain-Brand Connection -- Introduction to Part I: The Brain-Brand Connection -- Chapter 1: Beauty is in the Brain of the Beholder: How Brands Enter the Mind -- Chapter 2: Do I Have Your Attention? Why it May Not Matter As Much As You Think -- Chapter 3: Remember That? How Brands Live in Our Memory -- Chapter 4: Getting Emotional: The Real Role of Emotions in Branding -- Chapter 5: Decisions, Decisions: The Truth Behind How Consumers Decide -- Part II: A New Model for Brands -- Introduction to Part II: A New Model for Brands -- Chapter 6: Capturing Cool: Why We Need a New Way of Thinking About Brands -- Chapter 7: The Brand Fantasy Model: Making the Intangible (Somewhat) Tangible -- Chapter 8: The Brand Fantasy in Action: A Few Case Studies -- Part III: Building Brands That Seduce -- Introduction to Part III: Building Brands That Seduce -- Chapter 9: Filling Your Brand Bucket: Aligning Every Piece of Your Brand to the Same Fantasy -- Chapter 10: Advertising to the Unconscious: Building Your Brand's Fantasy Through Communications -- Chapter 11: Researching the Unconscious: Market Research that Actually Works -- Chapter 12: Innovating for the Unconscious: Developing New Products that Last -- Conclusion -- Chapter Notes -- Index -- Acknowledgments -- About the Author. 
650 0 |a Marketing. 
650 0 |a Branding (Marketing)  |x Psychological aspects. 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
776 0 8 |i Print version:  |a Weber, Daryl.  |t Brand seduction : how neuroscience can help marketers build memorable brands.  |d Wayne, New Jersey : Career Press, c2016  |h approximately 157 pages  |z 9781632650139  |w 2016001923 
797 2 |a ProQuest (Firm) 
856 4 0 |u https://ebookcentral.proquest.com/lib/vsep/detail.action?docID=4722738  |y Plný text - nelze MVS 
856 4 2 |u https://knihovna.vse.cz/zdroje/proquest-ebook-central/?info  |y Informace o práci s e-knihami 
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BAS |a EB