Waiting for Your Cat to Bark?

Customers, in the view of Bryan and Jeffrey Eisenberg, have always behaved more like cats than like Pavlov's dogs, and new media have eroded the effectiveness of the prevailing mass marketing models. Their answer is Persuasion Architecture, a model for rethinking customers and retooling marketers. The authors explain why many marketers are unready for a fragmented, always-on audience that is in control and demands precise relevance, and how interactivity has stretched marketing into sales, design, merchandising and customer relations. They also show how the model builds persuasive systems across channels that anticipate what customers need, and how it measures and improves the return on each part.

Drew McLellan, founder of McLellan Marketing Group, named it among the books he would suggest to young people interested in his career path.