给我！成功行销的人类天性 Gimme! The Human Nature of Successful Marketing
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作者： John Hallward 著
出 版 社： John Wiley & Sons
出版时间： 2007-8-1字数：版次： 1页数： 212印刷时间： 2007/02/01开本：印次：纸张： 胶版纸I S B N ： 9780470100295包装： 精装内容简介
In Gimme!, advertising research expert John Hallward shows you how the most effective advertising campaigns tap into our most basic, primal emotions to convince consumers to buy. For marketers and advertisers, this book looks at the human nature of consumers and presents the proven tactics, techniques, and arguments that best motivate the human animal to buy.
目录
Acknowledgments.
About the Author, and Why "Gimme!"
Introduction.
PART I: TODAY'S MARKETING CHALLENGES AND THE EMOTI-SUASION RESPONSE.
Chapter 1. Problems in (Marketing) Paradise.
Chapter 2. Marketers' Response.
Chapter 3. The Consequences of Our genetic Evolution.
Chapter 4. Mechanics of the Brain.
Chapter 5. Processing Our Senses.
Chapter 6. Putting Memory to Work.
Chapter 7. The Important Role of Emotions.
Chapter 8. Beyond Emotions-to Attitudes.
Chapter 9. Beyond Attitudes-to Motivation.
Chapter 10. Gimme! Gimme!.
Chapter 11. Emoti-Suasion.
PART II: LESSONS LEARNED AND FOLLOWING OUR GENETIC WIRING.
Chapter 12. Learning from Ipsos Consumer Research.
Chapter 13. 35 Lessons Learned.
Chapter 14. Closing Thoughts.
Glossary.
Bibliography.
Index
