Table of contents for Body of truth : leveraging what consumers can't or won't say / Dan Hill.


Bibliographic record and links to related information available from the Library of Congress catalog


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Introduction: Laying the Groundwork for Sensory Logic.   

   
Chapter One. Fighting the Battle: How to Make the Case for the New Marketing Paradigm.   

   
Chapter Two. Rationality Redefined: How Cognition and Communication Actually Work.   

   
Chapter Three. Marketing Backed by Science: Applying Scientific Insights for Marketing Success.   

   
Chapter Four. The New Research: Understanding How Consumer Really View York Products.   

   
Chapter Five. Using Emotive Branding: How to Tap Into Consumers' Deepest Emotions.   

   
Chapter Six. Powerful Brand Story Design: Creating a Narrative that Will Solidify Consumer Devotion.   

   
Chapter Seven. Emotional Positioning: How to Sell Your Products Based on Their Emotional Resonance.   

   
Chapter Eight. Using Emotive Scripts: Tapping into Consumers' Emotional Memory Banks.   

   
Chapter Nine. Consumers' Evolutionary Needs: Appealing to Humans' Innate Desires.   

   
Chapter Ten. Looking Forward: How Science Will Continue to Benefit Marketing.   

   
Acknowledgements.   

   
Index.
   



Library of Congress subject headings for this publication: Consumers Research