Body of Truth: Leveraging What Consumers Can't or Won't Say

Body of Truth: Leveraging What Consumers Can't or Won't Say

Body of Truth: Leveraging What Consumers Can't or Won't Say

Body of Truth: Leveraging What Consumers Can't or Won't Say

Synopsis

In Body of Truth, Dan Hill, PhD, explores the rational approach to marketing and market research, using the latest findings on human cognition and communication to help marketers tap into consumers' real needs and wants. Hill backs his argument with new technology such as biofeedback and facial coding to measure and record consumers' true sensory responses to products and advertisements, providing a framework for developing marketing initiatives that elicit the optimal emotional response.

Excerpt

Marketing departments have a huge problem. (By “marketing, ” I also mean advertising, sales, and other departments involved in consumer outreach or contact either within the company or as a vendor.)

A problem for all marketers is the need to provide proof that what they do actually matters and advances the company's fortunes.

Look at the situation from the chief executive officer's (CEO's) point of view. He or she has only so many resources, and stockholders to reassure and pacify. The CEO wants return on investment of significant dollars, which is critical to protect and enhance the value of the company. That's fair enough. It's up to you to get the CEO the needed information.

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