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

图书标准信息

• 作者 Dan Hill 著
• 出版社 Wiley
• 出版时间 2003-08
• 版次 1
• ISBN 9780471444398
• 定价 302.50元
• 装帧 精装
• 开本 其他
• 纸张 胶版纸
• 页数 267页
• 正文语种 英语

【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.