Waiting for Your Cat to Bark?

Posted By: Alexpal
Waiting for Your Cat to Bark?

Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing by Bryan Eisenberg (Author), Jeffrey Eisenberg (Author), Lisa T. Davis (Author)
Publisher: Thomas Nelson; Har/Com edition (June 13, 2006) | ISBN-10: 0785218971 | PDF | 0,9 Mb | 240 pages

The Eisenberg brothers (Call to Action: Secret Formulas to Improve Online Results) dub the guiding principles behind their marketing consultancy "Persuasion Architecture," but their methods have more in common with Hollywood screenwriting. Observing that one message no longer fits every audience, they create "personas" representing broad consumer patterns, based on the types identified in the Keirsey personality tests, renamed here as "methodical," "spontaneous," "humanistic" and "competitive" shoppers. Then the authors "storyboard" marketing scenarios guiding each type to the point of sale. Although 20th-century advertising was based on the Pavlovian model of instilling a desired reaction to stimuli, like the dog that expected dinner whenever a bell rang, the Eisenbergs say that increasing media fragmentation prevents advertisers from creating that sort of conditioned response. Anyway, they add, people have always been more like cats, occasionally distractable but for the most part independent-minded. Their solutiondeveloping interactive relationshipsis fairly standard in contemporary marketing circles, but by keeping the message simple, with short chapters low on jargon and high on real-world examples, the Eisenbergs just may push themselves to the front of the crowd. (June 13)





AIO BookReaders Pack 4 Mb: (PDF: Foxit PDF Reader Pro 2.0 Build 1414; PDB: iSilo 4.32; DjVu: DjVuReader 2.0.20)
DL: Depositfiles or Rapidshare



Important: All questions, requests, etc. for ME send to my PM (Send Message link), please (not in comments). I will try to answer all letters. But do not be offended if you do not obtain the answer. :)



No MIRRORs below!