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

By: Eisenberg, Bryan.
Contributor(s): Eisenberg, Jeffrey | Davis, Lisa T.
Publisher: Nashville : Nelson Business, c2006Description: xii, 225 p. : ill. ; 24 cm + 1 CD-ROM (4 3/4 in.).ISBN: 0785218971 (hbk.); 9780785218975 (hbk.).Other title: Persuading customers when they ignore marketing.Subject(s): Consumer behavior | On-demand marketing | On-demand advertisingDDC classification: 658.8
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.
Item type Current location Shelf location Call number Vol info Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 26 , Side 2, TierNo 4, BayNo 3

 658.8 EIS (Browse shelf) 1 Available SLASx,05000,03,CL 5000014298
Main Collection Taylor's Library-TU
658.8 EIS (Browse shelf) CD-ROM 1 Available SLASx,05000,03,CL 1000515432

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.