TY  - BOOK
AU  - Eisenberg,Bryan
AU  - Eisenberg,Jeffrey
AU  - Davis,Lisa T.
TI  - Waiting for your cat to bark?: persuading customers when they ignore marketing 
SN  - 0785218971 (hbk.)
U1  - 658.8 
PY  - 2006///
CY  - Nashville
PB  - Nelson Business
KW  - Consumer behavior
KW  - On-demand marketing
KW  - On-demand advertising
N1  - 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
ER  -