Persuading Customers When They Ignore Marketing

Author: Bryan Eisenberg, Jeffrey Eisenberg and Lisa T. Davis
(Nelson: 2006)

• Introduction

1. Dogs, Cats, and Marketing
2. Experiencing the Brand
3. Friction and Customer Experience
4. Why Marketing is Simple but Hard
5. Marketers out of Control
6. Customers in Control
7. How Customers Buy
8. Maintaining Persuasive Momentum
9. Marketing and Sales Collide
10. The Design of Persuasive Systems
11. A Web of Interactivity
12. Brands Cross Channels
13. Insights and Customer Data
14. Personalization or Personification
15. Introducing Personas
16. Uncovering the Knowable
17. Disclosing the Necessary
18. Mapping Business Topology
19. The Topology of a Sale
20. The Human Operating System
21. Choosing Personas
22. Bringing Personas to Life
23. The Architecture Metaphor
24. Wireframing as an Interactivity Map
25. Architecting a Persuasion Scenario
26. Storyboarding and Prototyping the Scenarios
27. Accountable Marketing
28. Persuasion Architecture--A Six-Step Process
29. Celebrating Your Cats' Meows