Persuading Customers When They Ignore Marketing
Author: Bryan Eisenberg, Jeffrey Eisenberg and Lisa T. Davis
(Nelson: 2006)
- 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 Personification
- 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