by Pepe Martínez · ISBN 9780749465940
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«La mente del consumidor» is Pepe Martínez's essay on consumer psychology, published by Profit Editorial IESE (215 pages, in Spanish).
It analyses the relationship between brands, communication and the human mind with real studies: ranking of valuable brands, social networks, neuroscience of the Carrefour logo and a Santander and Ferrari campaign. It includes a worldwide survey on happiness and tools to understand ourselves and others better.
Published in 2011; its author, Pepe Martínez, is a psychologist and the work falls into the business and economics category.
Aimed at marketing and advertising professionals, and at curious readers about what leads to a purchase decision.
