In Neurorelay: A review of The Consumer Mind, by Pepe Martinez of Millward Brown. A company we worked with a few years ago in a conference on neuromarketing applications. The book is on my short list, glad to see it brought up here. Interested in all knowledgeable critical views of the topic The book "... provides insights based on the latest advances in neuroscience, analyzing how brands, products and communication reach the mind of the consumer, and their impact on their perceptions, instincts and cognition.... " Also the book includes a review of a number of companies and their neuro profiles. A common approach these days. On my lengthening list of papers and books to look at in detail.
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