Waiting for Your Cat to Bark?
and over one million other books are available for Amazon Kindle .
Learn more
| ||||||||||||||||||||||||
 Trade In this Item for up to £0.25
Get an extra £5 when you trade in books worth £10 or more until June 30, 2012. Trade in Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing for an Amazon.co.uk gift card of up to £0.25, which you can then spend on millions of items across the site. Trade-in values may vary (terms apply). Find more products eligible for trade-in.
|
Frequently Bought Together
Product details
|
More About the Authors
Discover books, learn about writers, and more.
Product Description
Synopsis
Starting from the premise that customers are behaving more like cats than Pavlov's dogs, Bryan and Jeffrey Eisenberg examine how emerging media have undermined the effectiveness of prevailing mass marketing models. This paradigm shift has created an unprecedented opportunity for businesses to redefine how they communicate with customers. "Waiting for Your Cat to Bark?" provides businesses with a proven context for retooling in a rewired market.
Suggested Tags from Similar Products(What's this?)Be the first one to add a relevant tag (keyword that's strongly related to this product)
|
What Other Items Do Customers Buy After Viewing This Item?
Customer Reviews
Most Helpful Customer Reviews
5 of 5 people found the following review helpful
Format:Hardcover
In this volume that is accompanied by a CD containing an 80-minute video seminar, Bryan and Jeffrey Eisenberg with Lisa T. Davis explain how to persuade people to purchase what you sell at a time "when they ignore marketing." That is, emerging media have redefined "the rules of the game" in the competitive marketplace. First the bad news: traditional mass marketing models are no longer appropriate. Now the good news: businesses now have an unprecedented opportunity to communicate effectively with customers by leveraging the power of increasingly interconnected media channels. The authors suggest a number of strategies and tactics by which to do that.
Throughout their narrative, they answer questions such as these:
1. How and why has marketing permanently changed?
2. Why do customers now respond differently?
3. How to anticipate what they now require?
4. How to respond to those requirements?
5. How to bridge the gap between "old" and "new" marketing?
In response to the last question, they offer "Persuasion Architecture" and then explain how to implement it in Chapter Twenty-Nine.
Over the years, I have owned dozens of dogs and cats, and agree with the authors that there are significant differences between them. A source I am unable to recall suggests that a dog's idea of God is man; a cat's idea of God is another cat. The pets I have owned certainly gave me that impression. The authors suggest that "old" marketing follows a recipe that they characterize as "Customers a la Pavlov." Over time, their responses can be conditioned and, through certain repetitions of influence, controlled. Not so with "new" marketing which assumes that customers resemble cats. Unlike dogs that are so eager to please, cats could not care less. They are aloof, indifferent, self-indulgent, independent, solitary, and act in ways that benefit only themselves.
It is worth noting that, given all the major changes in the American workplace, Warren Bennis suggests that managing people is like herding cats and wrote a book bearing that title.
This book's title may state it but, obviously, cats do not, indeed cannot bark. And even if they could, they probably would not because that would be - as they see it - beneath them. The first objectives with cats as well as with customers is to get their attention, then convince them (somehow) that what you have in mind is in their best interests. To the authors' credit, they devote most of attention in their book to the "how" and "why" of mass marketing rather than to the "what."
Whether or not Persuasion Architecture makes sense and would be appropriate for the needs of the reader's own organization is for her or him to determine. My own rather extensive experience suggests that a transition from "old" to "new" marketing (or from "old" to "new" anything) invariably creates significant challenges, especially in terms of cultural barriers. Change agents are certain to face resistance because of what James O'Toole aptly characterizes as "the ideology of comfort and the tyranny of custom."
Persuasion Architecture offers a comprehensive, cohesive, and cost-effective methodology by which to launch and then sustain profitable mass marketing. There are others worthy of consideration. Whatever the eventual decision, commit to a methodology (rather than to a bromide) and keep in mind that the transition from "old" marketing to "new" marketing is a marathon, not a sprint. Also keep in mind, as you begin, what Peter Drucker observed (in 1963) in an article published in the Harvard Business Review: "There is surely nothing quite so useless as doing with great efficiency what should not be done at all."
Throughout their narrative, they answer questions such as these:
1. How and why has marketing permanently changed?
2. Why do customers now respond differently?
3. How to anticipate what they now require?
4. How to respond to those requirements?
5. How to bridge the gap between "old" and "new" marketing?
In response to the last question, they offer "Persuasion Architecture" and then explain how to implement it in Chapter Twenty-Nine.
Over the years, I have owned dozens of dogs and cats, and agree with the authors that there are significant differences between them. A source I am unable to recall suggests that a dog's idea of God is man; a cat's idea of God is another cat. The pets I have owned certainly gave me that impression. The authors suggest that "old" marketing follows a recipe that they characterize as "Customers a la Pavlov." Over time, their responses can be conditioned and, through certain repetitions of influence, controlled. Not so with "new" marketing which assumes that customers resemble cats. Unlike dogs that are so eager to please, cats could not care less. They are aloof, indifferent, self-indulgent, independent, solitary, and act in ways that benefit only themselves.
It is worth noting that, given all the major changes in the American workplace, Warren Bennis suggests that managing people is like herding cats and wrote a book bearing that title.
This book's title may state it but, obviously, cats do not, indeed cannot bark. And even if they could, they probably would not because that would be - as they see it - beneath them. The first objectives with cats as well as with customers is to get their attention, then convince them (somehow) that what you have in mind is in their best interests. To the authors' credit, they devote most of attention in their book to the "how" and "why" of mass marketing rather than to the "what."
Whether or not Persuasion Architecture makes sense and would be appropriate for the needs of the reader's own organization is for her or him to determine. My own rather extensive experience suggests that a transition from "old" to "new" marketing (or from "old" to "new" anything) invariably creates significant challenges, especially in terms of cultural barriers. Change agents are certain to face resistance because of what James O'Toole aptly characterizes as "the ideology of comfort and the tyranny of custom."
Persuasion Architecture offers a comprehensive, cohesive, and cost-effective methodology by which to launch and then sustain profitable mass marketing. There are others worthy of consideration. Whatever the eventual decision, commit to a methodology (rather than to a bromide) and keep in mind that the transition from "old" marketing to "new" marketing is a marathon, not a sprint. Also keep in mind, as you begin, what Peter Drucker observed (in 1963) in an article published in the Harvard Business Review: "There is surely nothing quite so useless as doing with great efficiency what should not be done at all."
3 of 3 people found the following review helpful
Format:Hardcover
Sometimes a marketing book is dull and boring and a rip off - but not this one. Putting together their collective experience helping companies market themselves on the web and traditional media, the authors make it clear - consumers are no longer Pavlovian Dogs - they have somehow morphed into independent Cats - and no one can train a cat to respond to stimulation. With the growing influence of the Web consumers have been enabled to be fickle and in control of their experience - This book attempts to deal with that fact by identifying the various "Personas" and processes that are key to the buying experience - using that knowledge to enable sales to be pulled through the information maze. Since reading this book I have re-evaluated my company's marketing, and begun a thorough revision.
Easy to read and well structured, "Waiting..." is a strong and useful tool. I have sent it to friends in business as a valuable present.
Easy to read and well structured, "Waiting..." is a strong and useful tool. I have sent it to friends in business as a valuable present.
1 of 1 people found the following review helpful
Format:Hardcover
You live in a new multimedia world. Customers call the tune, and marketers need to know how to make them dance. Techno-savvy, web-savvy and advertising-savvy consumers know all about your marketing methods and consider themselves immune. You must cajole, persuade and seduce them into hearing your message and wanting your product. Marketing experts Bryan and Jeffrey Eisenberg, writing with Lisa T. Davis, have learned to understand and translate this new marketing paradigm, calling it "Persuasion Architecture." In their straightforward and anecdotal, if jargony, book - a standard that is slightly showing its age - they provide the overview, principles, strategy and techniques you need to find, attract and keep the right customers. getAbstract recommends this informative guide to marketers and salespeople seeking solid backgrounding.
Would you like to see more reviews about this item?
Were these reviews helpful?
Let us know
Most Recent Customer Reviews
Good concept, but bit outdated
I like the 'persona-lization' idea, which i haven't tested but i can see it working. The book is a bit outdated because it doesn't cover advanced retargeting methods like... Read more
Published 12 months ago by Daniel Vaczi
Title suggests more than one actually gets: Nothing more than an...
I am a finance person, but have been very interested in marketing lately. This book was suggested by one of my acquaintances. Read more
Published on 16 Jan 2008 by Van Koks
Listmania!
Look for similar items by category
Look for similar items by subject
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
|
