3 of 3 people found the following review helpful
Put It All Together,
This review is from: Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing (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.