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Waiting for your cat to bark? Persuading customers when they ignore marketing

Author: Eisenberg, Bryan ; Eisenberg, Jeffrey ; Davis, Lisa T.Publisher: Nelson Business, 2006.Language: EnglishDescription: 225 p. : Graphs/Ill. ; 24 cm. includes CD-ROM / DVDISBN: 0785218971Type of document: BookBibliography/Index: Includes bibliographical references
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.32 .E57 2006
(Browse shelf)
Available 900171076
Total holds: 0

Includes bibliographical references


Waiting for your cat to bark? Foreword Murray Gaylord, Yahoo! Inc. 1 introduction 4 7 Chapter One Dogs, Cats, and Marketing Chapter Two Experiencing the Brand 13 Chapter Three Friction and Customer Experience Chapter Four Why Marketing Is Simple But Hard Chapter Five Marketers Out of Control Chapter Six Customers in Control Chapter Seven How Customers Buy 42 45 20 28 36 Chapter Eight Maintaining Persuasive Momentum Chapter Nine Marketing and Sales Collide Chapter Ten The Design of Persuasive Systems Chapter Eleven A Web of Interactivity Chapter Twelve Brands Cross Channels 69 82 87' 54 60 65 Chapter Thirteen Insights and Customer Data Chapter Fourteen Personalization or "Persona-lization" 99 Chapter Fifteen Introducing Personas H 105 H Chapter Sixteen Uncovering the Knowable 117 H Chapter Seventeen Disclosing the Necessary Chapter Eighteen Mapping Business Topology Chapter Nineteen The Topology of a Sale 121 130 H m 135 H Chapter Twenty The Human Operating System Chapter Twenty-one Choosing Personas H 144 157 H Chapter Twenty-Two Bringing Personas to Life 165 H Chapter Twenty-Three The Architecture Metaphor 179 182 189 H Chapter Twenty-Four Wireframing As an Interactivity Map Chapter Twenty-Five Architecting a Persuasion Scenario H Chapter Twenty-Six Storyboarding and Prototyping the Scenarios Chapter Twenty-Seven Accountable Marketing H 200 204 H Chapter Twenty-Eight Persuasion Architecture: A Six-Step Process Chapter Twenty-Nine Celebrating Your Cats' Meows Notes H H 2 11 215 219

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