Right between the ears: How to Use Brain Science to Build Epic Brands (Record no. 297419)

MARC details
000 -LEADER
fixed length control field 01463nam a22001697a 4500
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780670094929
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.827
Item number DAY-R
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Dayal, Sandeep
245 ## - TITLE STATEMENT
Title Right between the ears: How to Use Brain Science to Build Epic Brands
Statement of responsibility, etc. By Sandeep Dayal
250 ## - EDITION STATEMENT
Edition statement 1
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. Haryana:
Name of publisher, distributor, etc. Penguin Random House India,
Date of publication, distribution, etc. c2021.
300 ## - PHYSICAL DESCRIPTION
Extent 258P.
500 ## - GENERAL NOTE
General note The book is at once absorbing and very informative. Understanding how big business is manipulating your own purchasing and consumption behaviour is enlightening to say the least - it is certainly very helpful and a prescribed read for anyone in marketing or any sort of business !
505 ## - FORMATTED CONTENTS NOTE
Formatted contents note Part 1: How brain science is revolutionizing branding<br/>Part 2: How to design cognitive brands<br/>Part 3: How to execute cognitive Brands
520 ## - SUMMARY, ETC.
Summary, etc. Right Between the Ears lays out an entirely new approach, based on years of development and real-world testing, that Dayal calls Cognitive Branding, for designing and building epic brands. He uses the theories of behavioural science to understand how to successfully market a brand, and has used his concept of 'cognitive branding' with top brands like Kraft, Phillips, Unilever and Mastercard to name just a few. That coding and decoding, the mantra for how to make connections in the brain that drive consumers to buy the chosen brands, is the Holy Grail that marketers seek, and Right Between the Ears delivers just that
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Book
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Shelving location Date acquired Total Checkouts Full call number Barcode Date last seen Price effective from Koha item type
        Dept. of Computational Biology and Bioinformatics Dept. of Computational Biology and Bioinformatics Processing Center 23/09/2021   658.827 DAY-R DCB3936 28/09/2021 28/09/2021 Book