 Body of Truth: Leveraging What Consumers Can't or Won't Say
ISBN: 978-0-471-44439-8
Hardcover
267 pages
August 2003
US $29.95
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Chapter 1. Fighting the Battle: How to Make the Case for the New Marketing Paradigm.
Chapter 2. Rationality Redefined: How Cognition and Communication Actually Work.
Chapter 3. Marketing Backed by Science: Applying Scientific Insights for Marketing Success.
Chapter 4. The New Research: Understanding How Consumers Really View Your Products.
Chapter 5. Using Emotive Branding: How to Tap into Consumers’ Deepest Emotions.
Chapter 6. Powerful Brand Story Design: Creating a Narrative That Will Solidify Consumer Devotion.
Chapter 7. Emotional Positioning: How to Sell Your Products Based on Their Emotional Resonance.
Chapter 8. Using Emotive Scripts: Tapping into Consumers’ Emotional Memory Banks.
Chapter 9. Consumers’ Evolutionary Needs: Appealing to Humans’ Innate Desires.
Chapter 10. Looking Forward: How Science Will Continue to Benefit Marketing.
Acknowledgments.
Index.
