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- catalog abstract ""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."--Jacket.".
- catalog contributor b12980032.
- catalog created "c2003.".
- catalog date "2003".
- catalog date "c2003.".
- catalog dateCopyrighted "c2003.".
- catalog description ""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."--Jacket.".
- catalog description ""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."".
- catalog description "Includes bibliographical references and index.".
- catalog description "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.".
- catalog extent "iv, 267 p. :".
- catalog identifier "0471444391 (CLOTH)".
- catalog issued "2003".
- catalog issued "c2003.".
- catalog language "eng".
- catalog publisher "Hoboken, N.J. : J. Wiley,".
- catalog subject "658.8/343 21".
- catalog subject "Consumers Research.".
- catalog subject "HF5415.32 .H55 2003".
- catalog tableOfContents "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.".
- catalog title "Body of truth : leveraging what consumers can't or won't say / Dan Hill.".
- catalog type "text".