正在查找有这资料的图书馆...详细书目
| 材料类型： | 互联网资源 |
|---|---|
| 文件类型： | 书, 互联网资源 |
| 所有的著者/提供者： |
Dan Hill |
| ISBN: | 0471444391 9780471444398 |
| OCLC号码： | 51752920 |
| 注意： | Includes index. |
| 描述： | iv, 267 p. : ill. ; 24 cm. |
| 内容： | Introduction: Laying the Groundwork for Sensory Logic -- Chapter One. Fighting the Battle: How to Make the Case for the New Marketing Paradigm -- Chapter Two. Rationality Redefined: How Cognition and Communication Actually Work -- Chapter Three. Marketing Backed by Science: Applying Scientific Insights for Marketing Success -- Chapter Four. The New Research: Understanding How Consumer Really View York Products -- Chapter Five. Using Emotive Branding: How to Tap Into Consumers' Deepest Emotions -- Chapter Six. Powerful Brand Story Design: Creating a Narrative that Will Solidify Consumer Devotion -- Chapter Seven. Emotional Positioning: How to Sell Your Products Based on Their Emotional Resonance -- Chapter Eight. Using Emotive Scripts: Tapping into Consumers' Emotional Memory Banks -- Chapter Nine. Consumers' Evolutionary Needs: Appealing to Humans' Innate Desires -- Chapter Ten. Looking Forward: How Science Will Continue to Benefit Marketing -- Acknowledgements -- Index. |
| 责任： | Dan Hill. |
| 更多信息： |
摘要：
"In Body of Truth, Dan Hill explodes the rational approach to marketing and market research, using the latest findings on human cognition and communication to help marketers tap into consumers' real needs and wants. Hill backs his argument with new technology such as biofeedback and facial coding to measure and record consumers' true sensory responses to product and advertisements, providing a framework for developing marketing initiatives that elicit the optimal emotional response.".
"Hill shows marketers how to use new techniques to craft brand strategies that create emotional attachments between products and the people who buy them, and how to sustain that brand message across every medium. Body of Truth shows marketers and businesses how to develop and sustain a brand strategy that creates deep and lasting customer loyalty."--BOOK JACKET.
标签
添加标签 目的是为 "Body of truth : leveraging what consumers can't or won't say".
争取是第一个！