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Brands and the Brain

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Arvind Sahay is professor of marketing and international business; Prof. M.N. Vora Chair in marke... Read More

Product Description

Arvind Sahay is professor of marketing and international business; Prof. M.N. Vora Chair in marketing and entrepreneurship; chair, India Gold Policy Centre; chair, marketing area; and chair, NSE Centre for Behavioral Science at the Indian Institute of Management Ahmedabad. Prof. Sahay completed his PhD from the University of Texas, Austin. He obtained his MBA from the Indian Institute of Management Ahmedabad. Prof. Sahay also holds a degree in chemical engineering from the Indian Institute of Technology Kanpur.It is evident that some of the most powerful brands are deeply embedded in our unconscious emotions and memories. The purpose of this book is to develop an understanding of the link between the human brain and brand management principles as well as activities. It will educate readers about brain-operating principles and their impact on how humans perceive brands. The book also analyses how modern brands are created by leveraging brain functioning. In a nutshell, the book explains the indispensable role that the human brain plays in creating, sustaining and rejuvenating brands.

Product Details

Title: Brands and the Brain
Author: Arvind Sahay
SKU: BK0457205
EAN: 9780143452614
Language: English
Binding: Paperback

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