Body of Truth

"In Body of Truth, Dan Hill explodes the rational approach to marketing and market research, using the latest findings on human cognition and communication to help marketers tap into consumers' real needs and wants. Hill backs his argument with new technology such as biofeedback and facial coding to measure and record consumers' true sensory responses to product and advertisements, providing a framework for developing marketing initiatives that elicit the optimal emotional response." "Hill shows marketers how to use new techniques to craft brand strategies that create emotional attachments between products and the people who buy them, and how to sustain that brand message across every medium. Body of Truth shows marketers and businesses how to develop and sustain a brand strategy that creates deep and lasting customer loyalty."--Jacket.