《真值的體現》是2003年JohnWiley&SonsInc出版的圖書，作者是Hill,Dan。
基本介紹
- 書名：真值的體現
- 又名：Body of Truth
- 作者：Hill, Dan
- ISBN：9780471444398
- 頁數：267
- 定價：270.75元
- 出版社：John Wiley & Sons Inc
- 出版時間：2003-12
- 裝幀：HRD
內容介紹,目錄,
內容介紹
In Body of Truth, Dan Hill, PhD, explores 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 products and advertisements, providing a framework for developing marketing initiatives that elicit the optimal emotional response.
目錄
INTRODUCTION Laying the Groundwork for Sensory Logic
CHAPTER 1.Fighting the Battle: How to Make the Case for the New Marketing Paradigm
CHAPTER 2.Rationality Redefined: How Cognition and Communication Actually Work
CHAPTER 3.Marketing Backed by Science: Applying Scientific Insights for Marketing Success
CHAPTER 4.The New Research: Understanding How Consumers Really View Your Products
CHAPTER 5.Using Emotive Branding: How to Tap into Consumers' Deepest Emotions
CHAPTER 6.Powerful Brand Story Design: Creating a Narrative That Will Solidify Consumer Devotion
CHAPTER 7.Emotional Positioning: How to Sell Your Products Based on Their Emotional Resonance
CHAPTER 8.Using Emotive Scripts: Tapping into Consumers' Emotional Memory Banks
CHAPTER 9.Consumers' Evolutionary Needs: Appealing to Humans' Innate Desires
CHAPTER 10.Looking Forward: How Science Will Continue to Benefit Marketing
Acknowledgments
Index
CHAPTER 1.Fighting the Battle: How to Make the Case for the New Marketing Paradigm
CHAPTER 2.Rationality Redefined: How Cognition and Communication Actually Work
CHAPTER 3.Marketing Backed by Science: Applying Scientific Insights for Marketing Success
CHAPTER 4.The New Research: Understanding How Consumers Really View Your Products
CHAPTER 5.Using Emotive Branding: How to Tap into Consumers' Deepest Emotions
CHAPTER 6.Powerful Brand Story Design: Creating a Narrative That Will Solidify Consumer Devotion
CHAPTER 7.Emotional Positioning: How to Sell Your Products Based on Their Emotional Resonance
CHAPTER 8.Using Emotive Scripts: Tapping into Consumers' Emotional Memory Banks
CHAPTER 9.Consumers' Evolutionary Needs: Appealing to Humans' Innate Desires
CHAPTER 10.Looking Forward: How Science Will Continue to Benefit Marketing
Acknowledgments
Index
