Empathetic Marketing

How to Satisfy the 6 Core Emotional Needs of Your Customers

M. Ingwer (Autor)

Buch | Hardcover

235 Seiten

2012
Palgrave Macmillan (Verlag)
978-0-230-34027-5 (ISBN)

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With a revised understanding of the science and philosophy behind human needs, businesses will be better equipped to provide long-term satisfaction for their customers. Mark uncovers a framework that will help businesses identify human needs and incorporate this perspective into strategy, and then focuses each chapter on a specific emotional need.

MARK INGWER Founder and managing partner of an international market research firm, Insight Consulting Group. His consulting work has been featured in Business Week, New York Times, Crain's, Brandweek, Chicago Tribune, Chicago Sun-Times, Admap, Bloomberg Markets, Product Management Today, Marketing News, and Advertising Age. He is a former Adjunct Professor at Northwestern Kellogg School of Management, USA.

Introduction
PART I: A VITAL NEEDS BASED APPROACH
The Business of Meeting Vital Needs
The Shift: Working Toward a Vital Needs-Based Approach
PART II: THE VITAL NEEDS
Self-Expression
Belonging
Recognition
Control
Care
Growth
Epilogue

Erscheint lt. Verlag	16.7.2012
Zusatzinfo	XIV, 235 p.
Verlagsort	Basingstoke
Sprache	englisch
Maße	155 x 235 mm
Themenwelt	Naturwissenschaften
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-10	0-230-34027-X / 023034027X
ISBN-13	978-0-230-34027-5 / 9780230340275
Zustand	Neuware