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Brand Beauty Unleashed The Value of Aesthetics in Marketing

Brand Beauty Unleashed The Value of Aesthetics in Marketing

This book presents an in-depth careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty it demonstrates how beauty is an asset that can be leveraged in the marketplace. Traditionally beauty has been examined in relation to its influence on painting sculpture literature music and architecture. However its value and power in the marketplace is understudied. Álvarez del Blanco provides a systematic analysis of beauty in commonplace objects and brands drawing on cutting-edge research at the intersection of marketing and neurosciences. Through examining the neuroscientific evidence for how the brain processes beauty the author articulates the implications this may have on marketing and brand management. He also offers a glimpse of how beauty may evolve and its marketing implications for firm strategy in the coming decades. Written by a recognized authority in marketing and brand strategy Brand Beauty Unleashed gives students with an interest in marketing consumer behavior branding and neuromarketing an exciting new perspective on this intangible asset. | Brand Beauty Unleashed The Value of Aesthetics in Marketing

GBP 36.99
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The Unconscious A Contemporary Introduction

The Unconscious A Contemporary Introduction

In The Unconscious: A Contemporary Introduction Joseph Newirth presents a critical and comparative analysis of the unconscious and its evolution from a positivist to a postmodern frame of reference. This book presents five theories each of which offers different and important conceptualizations of the unconscious and each of which contains a rich palate of ideas through which to approach clinical work. These psychoanalytic theories are thought of as spokes on a wheel emanating from the center of Freud’s concept of the unconscious. In addition to presenting Freud’s development of the unconscious Newirth includes discussions of interpersonal/relational psychoanalysis; developmental approaches to the unconscious including Kohut Winnicott and Fonagy; Kleinian approaches to the unconscious; and linguistic theories of the unconscious including Matte Blanco and Lacan. The last chapter illustrates the use of contemporary psychoanalytic concepts in the clinical work with a contemporary patient. The book encourages a comparative view of psychoanalytic theory and technique and aims to move to a more useful generalizable concept of the unconscious for the contemporary patient. This book will be of great interest to psychoanalysts psychologists and anyone interested in the evolution and application of the unconscious as a concept. | The Unconscious A Contemporary Introduction

GBP 19.99
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