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Author Eisenberg, Bryan.

Title Waiting for your cat to bark : persuading customers when they ignore marketing / Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis.

Imprint Nashville, Tenn. : Thomas Nelson, ©2006.

Copies

Location Call No. OPAC Message Status
 Axe Books 24x7 Business E-Book  Electronic Book    ---  Available
Description 1 online resource
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Bibliography Includes bibliographical references.
Summary Annotation Starting from the premise that customers are behaving more like cats than Pavlov's dogs, the Eisenbergs examine how emerging media have undermined the effectiveness of prevailing mass marketing models.
Contents Dogs, cats, and marketing -- Experiencing the brand -- Friction and customer experience -- Why marketing is simple but hard -- Marketers out of control -- Customers in control -- How customers buy -- Maintaining persuasive momentum -- Marketing and sales collide -- The design of persuasive systems -- A web of interactivity -- Brands cross channels -- Insights and customer data -- Personalization or "persona-lization" -- Introducing personas -- Uncovering the knowable -- Disclosing the necessary -- Mapping business topology -- The topology of a sale -- The human operating system -- Choosing personas -- Bringing personas to life -- The architecture metaphor -- Wireframing as an interactivity map -- Architecting a persuasion scenario -- Storyboarding and prototyping the scenarios -- Accountable marketing -- Persuasion architecture: a six-step process -- Celebrating your cats' meows.
Subject Consumer behavior.
On-demand marketing.
On-demand advertising.
Consumer behavior. (OCoLC)fst00876238
On-demand advertising. (OCoLC)fst01739074
On-demand marketing. (OCoLC)fst01739075
Commerce.
Business & Economics.
Marketing & Sales.
Genre/Form Electronic books.
Added Author Eisenberg, Jeffrey. Author.
Davis, Lisa T. Author.
Added Title Persuading customers when they ignore marketing
Other Form: Original 0785218971 9780785218975 (DLC) 2006005188 (OCoLC)64390395
ISBN 9781418525590 (electronic bk.)
1418525596 (electronic bk.)
0785218971 (hardcover)
9780785218975
Standard No. AU@ 000053261827
UKMGB 018905824

 
    
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