Waiting for your cat to bark?: persuading customers when they ignore marketing
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Nashville, Tenn.
Nelson Business
[20]09
|
| Ausgabe: | [Nachdr.] |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 225 S. graph. Darst. 1 CD-ROM (12 cm) |
| ISBN: | 0785218971 |
Internformat
MARC
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| 100 | 1 | |a Eisenberg, Bryan |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Waiting for your cat to bark? |b persuading customers when they ignore marketing |c Bryan Eisenberg ; Jeffrey Eisenberg |
| 250 | |a [Nachdr.] | ||
| 264 | 1 | |a Nashville, Tenn. |b Nelson Business |c [20]09 | |
| 300 | |a XII, 225 S. |b graph. Darst. |e 1 CD-ROM (12 cm) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Consumer behavior | |
| 650 | 4 | |a On-demand marketing | |
| 650 | 4 | |a On-demand advertising | |
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| 689 | 0 | |C b |5 DE-604 | |
| 700 | 1 | |a Eisenberg, Jeffrey |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Regensburg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020548617&sequence=000012&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-020548617 | ||
Datensatz im Suchindex
| _version_ | 1804143241685106688 |
|---|---|
| adam_text | CONTENTS
Foreword
Murray Gaylord, Yahoo!
Inc.
■ 1
Introduction m
4
Chapter One Dogs, Cats, and Marketing
■ 7
Chapter Two Experiencing the Brand
■ 13
Chapter Three Friction and Customer Experience
■ 20
Chapter Four Why Marketing Is Simple But Hard
■ 28
Chapter Five Marketers Out of Control
■ 36
Chapter Six Customers in Control
■ 42
Chapter Seven How Customers Buy
■ 45
Chapter Eight Maintaining Persuasive Momentum
■ 54
Chapter Nine Marketing and Sales Collide
■ 60
Chapter Ten The Design of Persuasive Systems
■ 65
Chapter Eleven A Web of Interactivity
■ 69
Chapter Twelve Brands Cross Channels
■ 82
Chapter Thirteen Insights and Customer Data
■ 87
Chapter Fourteen Personalization or Persona-lization
■ 99
Contents
Chapter Fifteen Introducing
Personas
■ 105
Chapter Sixteen Uncovering the Knowable
■ 117
Chapter Seventeen Disclosing the Necessary
■ 121
Chapter Eighteen Mapping Business Topology
■ 130
Chapter Nineteen The Topology of a Sale
■ 135
Chapter Twenty The Human Operating System
■ 144
Chapter Twenty-One Choosing
Personas
■ 157
Chapter Twenty-Two Bringing
Personas
to Life
■ 165
Chapter Twenty-Three The Architecture Metaphor
■ 179
Chapter Twenty-Four Wireframing As an Interactivity Map
■ 182
Chapter Twenty-Five Architecting a Persuasion Scenario
■ 189
Chapter Twenty-Six Storyboarding and Prototyping the Scenarios
■ 200
Chapter Twenty-Seven Accountable Marketing
■ 204
Chapter Twenty-Eight Persuasion Architecture: A Six-Step Process
■ 211
Chapter Twenty-Nine Celebrating Your Cats Meows
■ 215
Notes
m
219
|
| any_adam_object | 1 |
| author | Eisenberg, Bryan Eisenberg, Jeffrey |
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| author_role | aut aut |
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| author_variant | b e be j e je |
| building | Verbundindex |
| bvnumber | BV036628751 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.32 |
| callnumber-search | HF5415.32 |
| callnumber-sort | HF 45415.32 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QW 300 |
| ctrlnum | (OCoLC)705758601 (DE-599)BVBBV036628751 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | [Nachdr.] |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T22:44:32Z |
| institution | BVB |
| isbn | 0785218971 |
| language | English |
| lccn | 2006005188 |
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| physical | XII, 225 S. graph. Darst. 1 CD-ROM (12 cm) |
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| publishDateSort | 2009 |
| publisher | Nelson Business |
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| spelling | Eisenberg, Bryan Verfasser aut Waiting for your cat to bark? persuading customers when they ignore marketing Bryan Eisenberg ; Jeffrey Eisenberg [Nachdr.] Nashville, Tenn. Nelson Business [20]09 XII, 225 S. graph. Darst. 1 CD-ROM (12 cm) txt rdacontent n rdamedia nc rdacarrier Consumer behavior On-demand marketing On-demand advertising Marketing (DE-588)4037589-4 gnd rswk-swf Nachfrageermittlung (DE-588)4134942-8 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 s Marketing (DE-588)4037589-4 s Nachfrageermittlung (DE-588)4134942-8 s b DE-604 Eisenberg, Jeffrey Verfasser aut Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020548617&sequence=000012&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Eisenberg, Bryan Eisenberg, Jeffrey Waiting for your cat to bark? persuading customers when they ignore marketing Consumer behavior On-demand marketing On-demand advertising Marketing (DE-588)4037589-4 gnd Nachfrageermittlung (DE-588)4134942-8 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4134942-8 (DE-588)4062644-1 |
| title | Waiting for your cat to bark? persuading customers when they ignore marketing |
| title_auth | Waiting for your cat to bark? persuading customers when they ignore marketing |
| title_exact_search | Waiting for your cat to bark? persuading customers when they ignore marketing |
| title_full | Waiting for your cat to bark? persuading customers when they ignore marketing Bryan Eisenberg ; Jeffrey Eisenberg |
| title_fullStr | Waiting for your cat to bark? persuading customers when they ignore marketing Bryan Eisenberg ; Jeffrey Eisenberg |
| title_full_unstemmed | Waiting for your cat to bark? persuading customers when they ignore marketing Bryan Eisenberg ; Jeffrey Eisenberg |
| title_short | Waiting for your cat to bark? |
| title_sort | waiting for your cat to bark persuading customers when they ignore marketing |
| title_sub | persuading customers when they ignore marketing |
| topic | Consumer behavior On-demand marketing On-demand advertising Marketing (DE-588)4037589-4 gnd Nachfrageermittlung (DE-588)4134942-8 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Consumer behavior On-demand marketing On-demand advertising Marketing Nachfrageermittlung Verbraucherverhalten |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020548617&sequence=000012&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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