Advertising and the Mind of the Consumer (PDF)

Name: Advertising and the Mind of the Consumer
Brand: Taylor & Francis
SKU: 133876136
Price: 49.49 EUR
Availability: OnlineOnly

What works, what doesn't and why (Sprache: Englisch)

Autor: Max Sutherland

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Advertising and the Mind of the Consumer, Max Sutherland

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Unravels the mysteries that surround the art of advertising, taking us into the mind of the consumer and explaining how advertising messages work - or misfire - and why. Fully revised 3rd international edition.

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Autoren-Porträt von Max Sutherland

Dr Max Sutherland is an author, columnist and marketing psychologist who works as an independent consultant in Australia and USA. An expert in the psychology of communication, his monthly column is posted on the web at www.sutherlandsurvey.com. He is Adjunct Professor of Marketing at Bond University and Honorary Principal Research Fellow at Wollongong University. The highly successful company he co-founded specialized in tracking the effects of advertising communication for many of the leading global advertisers including Gillette, Merck, Kodak, McDonalds, Miller, Qantas, Nestle and Pfizer. He has published numerous papers in American, European and Australasian journals and serves on the Editorial Board of the International Journal of Brand Management and the International Journal of Advertising.