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The mental world of brands: mind, memory and brand success Glep Franzen and Margot Bouwman World Advertising Research Center 2001, 446pp, soft cover L29 ISBN 1 84116 081 4
Marketing researchers seeking a good understanding of the psychological interrelationship between the brain and brands are very well served by this particularly illuminating and thorough book written by Franzen and Bouwman. Do not be daunted by the length of the book - this is a well-crafted masterpiece which has been wisely structured to take the reader on a most enjoyable voyage of revelation.
The book is divided logically into three parts. The first part focuses on the brain. Having provided considerable insights about...