| Body of Truth: Leveraging What Consumers Can't or Won't Say Contributor(s): Hill, Dan (Author) |
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ISBN: 0471444391 ISBN-13: 9780471444398 Publisher: John Wiley & Sons OUR PRICE: $31.50 Product Type: Hardcover - Other Formats Published: August 2003 Annotation: "Finding out what customers can't or won't say is key to improving the customer experience. Dan Hill's terrific book shows you how to accomplish this challenge." -Bernd Schmitt author, Customer Experience Management "Hill takes marketers beyond the traditional consumer decision process and shows the importance of experiential branding. Not only does he describe the fundamental process of creating emotional connections with consumers, he gives tons of practical examples to show how to do it." "Body of Truth provides the conceptual framework and tools for marketing professionals to use to connect with consumers on an emotional level. Emotions drive behavior and rational thought validates behavior. I can fully endorse this fact based on personal experience with over 3000 research studies. Dan Hill provides the sensory foundation that sets the framework for influencing emotions. If you can influence the senses you can influence emotions and subsequently drive consumer behavior. How does this benefit marketing professionals and ad executives? It provides you consumer insight that will increase the probability that your marketing strategies will impact behavior and ultimately drive revenue for your firm." "Body of Truth contributes a fresh and welcome perspective to the discipline of marketing. Dr. Dan Hill's work will be enjoyed by all intellectually inquisitive professionals who seek to build better relationships with their customers, employees, and channel partners. Synthesizing recentdevelopments from biology and psychology, the book highlights the primary role that sensory-emotive connections play in creating authentic relationships that drive business results. In the end, Hill reminds us that emotions enrich all of the associations that enliven a brand." "Buyers are liars! When it comes to traditional research, what consumers SAY and what they DO are often world's apart. These revolutionary research techniques help uncover the true behavior behind all the words." |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - Research - Business & Economics | Sales & Selling - General - Business & Economics | Customer Relations |
| Dewey: 658.834 |
| LCCN: 2003003947 |
| Physical Information: 0.97" H x 6.3" W x 9.12" (1.11 lbs) 272 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: In Body of Truth, Dan Hill, PhD, explores the rational approach to marketing and market research, using the latest findings on human cognition and communication to help marketers tap into consumers' real needs and wants. Hill backs his argument with new technology such as biofeedback and facial coding to measure and record consumers' true sensory responses to products and advertisements, providing a framework for developing marketing initiatives that elicit the optimal emotional response. |