03351nam a2200505 i 4500 000604787 MiAaPQ 20190612071107.0 m o d | cr cnu|||||||| 161109t20162016nju o 001 0 eng d NEZPRACOVANÝ IMPORT 9781632650139 9781632659859 (e-book) (MiAaPQ)EBC4722738 (Au-PeEL)EBL4722738 (CaPaEBR)ebr11289190 (OCoLC)944246508 HF5415 .W434 2016 658.8/27019 23 Weber, Daryl, author. Brand seduction : how neuroscience can help marketers build memorable brands / Daryl Weber. Wayne, New Jersey : Career Press, 2016. ©2016 1 online resource (157 pages) text rdacontent computer rdamedia online resource rdacarrier Includes index. Description based on print version record. Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. 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. Marketing. Branding (Marketing) Psychological aspects. elektronické knihy fd186907 czenas electronic books eczenas Print version: Weber, Daryl. Brand seduction : how neuroscience can help marketers build memorable brands. Wayne, New Jersey : Career Press, c2016 approximately 157 pages 9781632650139 2016001923 ProQuest (Firm) https://ebookcentral.proquest.com/lib/vsep/detail.action?docID=4722738 Plný text https://knihovna.vse.cz/zdroje/proquest-ebook-central/?info Informace o práci s e-knihami PQ-OWNED EB NEPOSILAT EB