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Why customers really buy: uncovering the emotional triggers that drive sales

Author: Green, Holly G. Publisher: Career Press, 2009.Language: EnglishDescription: 256 p. ; 21 cm.ISBN: 9781601630414Type of document: Book
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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 .G66 2009
(Browse shelf)
900193665
Available 900193665
Total holds: 0

Digitized

Why Customers Really Buy Uncovering the Emotional Triggers That Drive Sales Contents INTRODUCTION II Part 1 Discovering the Power of Emotion Chapter 1 THE POWER OF EMOTION: WHAT EMOTIONAL TRIGGERS ARE AND WHY THEY MATTER 17 Chapter 2 E MO TI ON AL - T RIGGE R R ESE ARCH: WINNING USING THE INDIRECT APPROACH 31 Chapter 3 DIGGING FOR THE TRUTH: WHAT IS ACCURATE MAY NOT BE REAL 51 Part 2 Putting Emotional Triggers to Work--Sales Chapter 4 JUMP ST ART ING SALES : THE EM OT ION AL T RIGGE RS T HA T S O L VE D THE MY S TER Y OF A WE AK C A TEG OR Y 75 Chapter 5 AC Q UI R IN G N E W C US T O ME R S : T H E E M O T I O N AL T RIG G E R S THAT TRANSFORMED A SALES ORGANIZATION 85 Chapter 6 W I N N I N G M O R E B US I N E S S F R O M E X I S T I N G C US T O M E R S : THE EMOTIONAL TRIGGERS THAT CAPTURED SENIOR MANAGEMENT ATTENTION 95 Chapter 7 SELLING A COMPANY TO HIGH PRIORITY RECRUITS: THE EMOTIONAL TRIGGERS THAT DOUBLED ACCEPTANCE RATES AMONG TOP TALENT 107 Part 3 Putting Emotional Triggers to Work - Marketing Chapter 8 BUILDING THE BRAND: THE EMOTIONAL TRIGGERS THAT LAUNCHED PROFITABLE NEW VENTURES 123 Chapter 9 CO-EXISTING WITH THE INDUSTRY GIANT: THE EMOTIONAL TRIGGERS THAT REPOSITIONED A SERVICE BUSINESS 133 Chapter 10 INVENTING A NEW BUSINESS: THE EMOTIONAL TRIGGERS THAT TURNED A POPULAR ACTIVITY INTO A NATIONAL INDUSTRY 147 Chapter 11 MARKETING TO DONORS: THE EMOTIONAL TRIGGERS THAT INCREASED CONTRIBUTIONS 159 Chapter 12 R EP OS ITI ON ING A B US INES S: T HE EM O TI ON AL T RIGGE RS THAT RESCUED A NEWLY INTEGRATED COMPANY 171 Part 4 Putting Emotional Triggers to Work Customer Relationships Chapter 13 BENCHMARKING CUSTOMER SATISFACTION: THE EMOTIONAL T RIGG ER S THA T S A VE D 20 M ILLION D OLL AR S 185 Chapter 14 T URNING AR O UND A C OMPANY IN C RI SIS : THE EM O TIO N AL T RIGG ER S TH A T ST EMME D C O -O P M EMB ER DEF ECT ION S 195 Chapter 15 IMPROVING CUSTOMER RELATIONSHIPS IN A MONOPOLY IND US TRY : THE EM O TI ONAL TRIGG ER S TH A T INTERPRETED MIXED MESSAGES 209 Part 5 Integrating Emotional Logic Chapter 16 CH ALLENG ES AR O UND EVE RY CO RNER : DI S SEC TING AND MANAGING DIVERSE ORGANIZATIONAL ISSUES 223 Chapter 17 FINAL THOUGHTS: THRIVING IN AN INCREASINGLY COMPLEX WORLD 239 INDEX 249 ABOUT THE AUTHORS 255

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