Taylor's Library Banner
Image from Google Jackets

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

By: Contributor(s): Publication details: Nashville : Nelson Business, c2006.Description: 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): DDC classification:
  • 658.8 EIS
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.
Holdings
Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Main Collection Taylor's Library-TU 658.8 EIS (Browse shelf(Opens below)) 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.