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Empathetic Marketing How to Satisfy the 6 Core Emotional Needs of Your Customers

ISBN-10: 023034027X
ISBN-13: 9780230340275
Edition: 2012
Authors: Mark Ingwer
List price: $44.99 Buy it from $41.99
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Description: People's emotions and resulting behaviors are the foundation for satisfying vital psychological needs.  Needs are at the root of our triumphs and setbacks in our personal lives and affect many of the decisions that fuel the economy.  But  More...

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Book details

List price: $44.99
Copyright year: 2012
Publisher: Palgrave Macmillan
Publication date: 5/15/2012
Binding: Hardcover
Pages: 235
Size: 6.50" wide x 9.50" long x 1.25" tall
Weight: 1.276
Language: English

People's emotions and resulting behaviors are the foundation for satisfying vital psychological needs.  Needs are at the root of our triumphs and setbacks in our personal lives and affect many of the decisions that fuel the economy.  But most marketers, researchers, product designers, advertisers and executives do not fully consider needs, and end up using emotion in ways that may be misguided and shortsighted.  The central premise of this book is that 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, as well as grow their bottom lines. Mark uncovers a framework that will help businesses both identify human needs and incorporate this perspective into strategy, and then focuses each chapter on a specific vital emotional need: Self-expression, Belonging, Recognition, Control, Care and Growth. In short, understanding how human needs manifest in the marketplace require businesses to learn from the perspectives of sociology, ethnography and psychology – neurological, behavioral, clinical and psychodynamic – blended together with traditional consumer insights make a bold case for a needs-based paradigm shift in the business community.

Mark Ingweris the 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.  His firm’s research methodology appeals to corporations in multiple industries, including entertainment, consumer goods, retail and healthcare. He has dedicated himself to studying and practicing in both psychology and business.  These disciplines provide the basis for a vantage point that contrasts with other business writers or leaders who focus on one niche or area of expertise.  Ingwer holds a Ph.D. in Psychology from New York University and a certificate in marketing from the Wharton School at University of Pennsylvania. As a consumer psychologist and market researcher, he has had the opportunity to work with thousands of consumers and business professionals face-to-face.

List of Figures and Tables
Foreword
Acknowledgments
Introduction
The Hidden Emotional Needs behind Our Decisions
The Needs Continuum
The Need for Control
The Need for Self-Expression
The Need for Growth
The Need for Recognition
The Need for Belonging
The Need for Care
Epilogue
Notes
Index

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