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Body of Truth: Leveraging What Consumers Can't or Won't Say

Body of Truth: Leveraging What Consumers Can't or Won't Say
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作者: 著
出版社: Wiley
2003-08
版次: 1
ISBN: 9780471444398
定价: 302.50
装帧: 精装
开本: 其他
纸张: 胶版纸
页数: 267页
正文语种: 英语
分类: 外文古旧书>英文书>管理
1人买过
  • InBodyofTruth,DanHill,PhD,explorestherationalapproachtomarketingandmarketresearch,usingthelatestfindingsonhumancognitionandcommunicationtohelpmarketerstapintoconsumers’realneedsandwants.Hillbackshisargumentwithnewtechnologysuchasbiofeedbackandfacialcodingtomeasureandrecordconsumers’truesensoryresponsestoproductsandadvertisements,providingaframeworkfordevelopingmarketinginitiativesthatelicittheoptimalemotionalresponse. DanHill,PhD,isPresidentofSensoryLogic,Inc.,ascientificconsumerinsightsfirmthatspecializesingaugingbothverbalandnonverbalsubconsciousreactionstoadvertising,storeenvironments,andproductdesign,packaging,andpresentation.HisclientsincludemarketingandbrandmanagersatTarget,Goodyear,Nextel,NationwideInsurance,Toyota,EliLilly,Sherwin-Williams,andCapitalOne. Introduction:LayingtheGroundworkforSensoryLogic.Chapter1.FightingtheBattle:HowtoMaketheCasefortheNewMarketingParadigm.Chapter2.RationalityRedefined:HowCognitionandCommunicationActuallyWork.Chapter3.MarketingBackedbyScience:ApplyingScientificInsightsforMarketingSuccess.Chapter4.TheNewResearch:UnderstandingHowConsumersReallyViewYourProducts.Chapter5.UsingEmotiveBranding:HowtoTapintoConsumersDeepestEmotions.Chapter6.PowerfulBrandStoryDesign:CreatingaNarrativeThatWillSolidifyConsumerDevotion.Chapter7.EmotionalPositioning:HowtoSellYourProductsBasedonTheirEmotionalResonance.Chapter8.UsingEmotiveScripts:TappingintoConsumersEmotionalMemoryBanks.Chapter9.ConsumersEvolutionaryNeeds:AppealingtoHumansInnateDesires.Chapter10.LookingForward:HowScienceWillContinuetoBenefitMarketing.Acknowledgments.Index.
  • 内容简介:
    InBodyofTruth,DanHill,PhD,explorestherationalapproachtomarketingandmarketresearch,usingthelatestfindingsonhumancognitionandcommunicationtohelpmarketerstapintoconsumers’realneedsandwants.Hillbackshisargumentwithnewtechnologysuchasbiofeedbackandfacialcodingtomeasureandrecordconsumers’truesensoryresponsestoproductsandadvertisements,providingaframeworkfordevelopingmarketinginitiativesthatelicittheoptimalemotionalresponse.
  • 作者简介:
    DanHill,PhD,isPresidentofSensoryLogic,Inc.,ascientificconsumerinsightsfirmthatspecializesingaugingbothverbalandnonverbalsubconsciousreactionstoadvertising,storeenvironments,andproductdesign,packaging,andpresentation.HisclientsincludemarketingandbrandmanagersatTarget,Goodyear,Nextel,NationwideInsurance,Toyota,EliLilly,Sherwin-Williams,andCapitalOne.
  • 目录:
    Introduction:LayingtheGroundworkforSensoryLogic.Chapter1.FightingtheBattle:HowtoMaketheCasefortheNewMarketingParadigm.Chapter2.RationalityRedefined:HowCognitionandCommunicationActuallyWork.Chapter3.MarketingBackedbyScience:ApplyingScientificInsightsforMarketingSuccess.Chapter4.TheNewResearch:UnderstandingHowConsumersReallyViewYourProducts.Chapter5.UsingEmotiveBranding:HowtoTapintoConsumersDeepestEmotions.Chapter6.PowerfulBrandStoryDesign:CreatingaNarrativeThatWillSolidifyConsumerDevotion.Chapter7.EmotionalPositioning:HowtoSellYourProductsBasedonTheirEmotionalResonance.Chapter8.UsingEmotiveScripts:TappingintoConsumersEmotionalMemoryBanks.Chapter9.ConsumersEvolutionaryNeeds:AppealingtoHumansInnateDesires.Chapter10.LookingForward:HowScienceWillContinuetoBenefitMarketing.Acknowledgments.Index.
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