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• catalog abstract "Psychologist Maddock and his co-author Fulton give the readers a clear understanding of how the mind works, based on up-to-date research, and a new way to understand human motivation and behavior. Drawing uniquely from medicine, clinical psychology, and the practice that will provide advertisers with almost a blueprint for executing creative strategies and developing marketing plans with a better chance of success. In so doing, the authors make clear that "marketing to the mind" is a diagnostic technique, a way to quickly and inexpensively analyze consumer resistance. With concepts, theories, and research clearly laid out, the authors show how the technique can be applied to a variety of products and services. A practical and engrossing book for the advertising and marketing community, and for teachers, consultants, and students too.".
• catalog contributor b10095755.
• catalog contributor b10095756.
• catalog created "1996.".
• catalog date "1996".
• catalog date "1996.".
• catalog dateCopyrighted "1996.".
• catalog description "1. Advertising Past and Present -- 2. Advertising to the Right and Left Sides of the Brain -- 3. The Secrets of the Silent Side -- 4. Marketing to the Mind: How to Market and Advertise Directly to Consumer Motivations and Emotions -- 5. Absurdities -- 6. Personalizations -- 7. Motives and Emotions, Features and Benefits -- 8. Right Brain Motivational Research -- 9. Updating Focus Group Techniques for Investigating Consumer Motivation -- 10. From Qualitative to Quantitative -- 11. The Sensory Side of Advertising and Marketing -- 12. The Empirical Side of Advertising and Marketing -- 13. How Motivation is Used to Design Effective Advertising and Marketing Strategies -- 14. Casino Gambling and Wagering -- 15. Restaurant Marketing -- 16. Amusement and Themed Attractions -- 17. Fashion Marketing and Merchandising -- 18. Cosmetics Marketing -- 19. Automotive Advertising and Marketing -- 20. Why People Still Visit Elvis and Graceland -- 21. Marketing Professional and Nonprofit Services -- 22. Marketing Commodity and Business Services -- 23. The Features and Benefits of Three-dimensional (Silent Side) Marketing.".
• catalog description "Choice Outstanding Academic Books and Nonprint Materials".
• catalog description "Includes bibliographical references and indexes.".
• catalog description "Psychologist Maddock and his co-author Fulton give the readers a clear understanding of how the mind works, based on up-to-date research, and a new way to understand human motivation and behavior. Drawing uniquely from medicine, clinical psychology, and the practice that will provide advertisers with almost a blueprint for executing creative strategies and developing marketing plans with a better chance of success. In so doing, the authors make clear that "marketing to the mind" is a diagnostic technique, a way to quickly and inexpensively analyze consumer resistance. With concepts, theories, and research clearly laid out, the authors show how the technique can be applied to a variety of products and services. A practical and engrossing book for the advertising and marketing community, and for teachers, consultants, and students too.".
• catalog extent "xvii, 280 p. :".
• catalog hasFormat "Marketing to the mind.".
• catalog identifier "1567200311 (alk. paper)".
• catalog identifier "1567200451 (alk. paper)".
• catalog isFormatOf "Marketing to the mind.".
• catalog issued "1996".
• catalog issued "1996.".
• catalog language "eng".
• catalog publisher "Westport, Conn. : Quorum Books,".
• catalog relation "Marketing to the mind.".
• catalog subject "659.1/01/9 20".
• catalog subject "Advertising Psychological aspects.".
• catalog subject "HF5822 .M33 1996".
• catalog subject "Marketing.".
• catalog subject "Motivation research (Marketing)".
• catalog tableOfContents "1. Advertising Past and Present -- 2. Advertising to the Right and Left Sides of the Brain -- 3. The Secrets of the Silent Side -- 4. Marketing to the Mind: How to Market and Advertise Directly to Consumer Motivations and Emotions -- 5. Absurdities -- 6. Personalizations -- 7. Motives and Emotions, Features and Benefits -- 8. Right Brain Motivational Research -- 9. Updating Focus Group Techniques for Investigating Consumer Motivation -- 10. From Qualitative to Quantitative -- 11. The Sensory Side of Advertising and Marketing -- 12. The Empirical Side of Advertising and Marketing -- 13. How Motivation is Used to Design Effective Advertising and Marketing Strategies -- 14. Casino Gambling and Wagering -- 15. Restaurant Marketing -- 16. Amusement and Themed Attractions -- 17. Fashion Marketing and Merchandising -- 18. Cosmetics Marketing -- 19. Automotive Advertising and Marketing -- 20. Why People Still Visit Elvis and Graceland -- 21. Marketing Professional and Nonprofit Services -- 22. Marketing Commodity and Business Services -- 23. The Features and Benefits of Three-dimensional (Silent Side) Marketing.".
• catalog title "Marketing to the mind : right brain strategies for advertising and marketing / Richard C. Maddock and Richard L. Fulton.".
• catalog type "text".