Body of truth : leveraging what consumers can't or won't say / Dan Hill.

Format:

Book

Author/Creator:

Hill, Dan, 1959-

Language:

English

Subjects (All):

Consumers--Research.

Consumers.

Physical Description:

iv, 267 pages : illustrations ; 24 cm

Place of Publication:

Hoboken, N.J. : Wiley, 2003.

Summary:

"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.

Contents:

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.

Notes:

Includes index.

ISBN:

0471444391

9780471444398

OCLC:

51752920

Online:

Contributor biographical information

Publisher description