000			01983nam a2200361Ia 4500
001			2355
008			230305s2018 xx 000 0 und d
020			_a9781911498797
041			_aeng
245		0	_aLiving brands
260			_a _bLID Publishing, _c2018
300			_a453 pages : illustrations ; 24 cm
500			_ahow biology & neuroscience shape consumer behaviour & brand desirability
520			_aSuccessful brands are alive. They are able to activate the very forces of life because they embed our fundamental human motives, the evolutionarily preserved mechanisms that have helped us survive and thrive. Our fundamental human motives shape the language that is shared by everyone. Living Brands decodes this language and helps marketers, consumer insight managers, advertisers, designers, PR professionals, and brand owners bring brands to life. By using a multidisciplinary approach that includes client workshops, brand communication decoding, motivational research, cultural anthropology, sociology, philosophy, psychology, cognitive science, and affective neuroscience, Living Brands deconstructs and prioritizes the motives underpinning our consumer behavior, allowing practitioners to build narratives that engage consumers at a profound human level.
590			_bIncludes bibliographical references (pages 432-450).
630			_aCLASS H - SOCIAL SCIENCES _94381
650		0	_aConsumer behavior _9997
650		0	_aBranding (Marketing) _96284
650		0	_aMarketing _xPsychological aspects _910024
650			_a Marketing _xPsychological Neurobiological reactions _910389
650			_a Human brain _910390
650		0	_aBranding (Marketing) _xManagement _911418
650			_a Individual preferences _910392
650		0	_aTrends _98874
650			_a research _910393
700			_aPantidos, Constantinos _eAuthor _910394
902			_a351
905			_am
912			_a2018-01-01
942			_a1
953			_d2018-11-30 12:46:20
999			_c2265 _d2265