Asia Pacific University Library catalogue


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

By: Eisenberg, BryanContributor(s): Eisenberg, Jeffrey | Davis, Lisa TMaterial type: TextTextPublication details: 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 marketingSubject(s): Consumer behavior | On-demand marketing | On-demand advertisingDDC classification: 658.8 LOC classification: HF5415.32 | .E37 2006Online resources: Publisher description
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.
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Item type Current library Collection Call number Copy number Status Date due Barcode
General Circulation General Circulation APIIT Library
CD-ROM Shelf 		CD-ROM CD-38-18 (Browse shelf (Opens below)) 1 Available (No use restrictions) 00014024
General Circulation General Circulation APU Library
Open Shelf 		Book HF5415.32 .E37 2006 c.1 (Browse shelf (Opens below)) 1 Available (No use restrictions) 00027444

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.

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