Marketing to the Mind

(Hardcover)-Very few books deal with the unconscious mind--the right side of the brain--and how advertising affects and directs it. This one does exactly that. Psychologist Maddock and his co-author Fulton give the readers a clear understanding of how the mind works, based on up-to-date research, and a new way to understand human motivation and behavior. Drawing uniquely from medicine, clinical psychology, and the practice of marketing, they combine insights and principles that will provide advertisers with almost a blueprint for executing creative strategies and developing marketing plans with a better chance of success. In so doing the authors make clear that "marketing to the mind" is a diagnostic technique, a way to quickly and inexpensively analyze consumer resistance. With concepts, theories, and research clearly laid out, the authors show how the technique can be applied to a variety of products and services. A practical and engrossing book for the advertising and marketing community, and for teachers, consultants, and students too.

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Overall Rating: Star Full

( 1 reviews )

( 2 of 5 found this review helpful ) Posted: May 26 2000

Marketing to the Mind wonderfully combines marketing/advertising with science to give the reader tangible information to support the book's claims. A staple of any ad/marketing desk.

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See item at: Amazon: $110.95

Author:	Richard C. Maddock Richard L. Fulton
Number Of Pages:	304
Category:	Hardcover
Brand:	Quorum Books
Dewey Decimal Number:	659.1019
Label:	Quorum Books
Product Group:	Book
Publication Date:	1996-09-30
Publisher:	Quorum Books

Author:

Richard C. Maddock Richard L. Fulton

Number Of Pages:

304

Category:

Hardcover

Brand:

Quorum Books

Dewey Decimal Number:

659.1019

Label:

Quorum Books

Product Group:

Book

Publication Date:

1996-09-30

Publisher:

Quorum Books

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