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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781118611319
· 쪽수 : 208쪽
목차
Acknowledgments xi
Introduction: Back to the Future 1
Why our immediate future so strongly resembles our distant past
1 Warmth and Competence 19
The two timeless judgments that drive our behavior toward others
2 The Loyalty Test 39
Why we expect companies and brands to commit to us first
3 The Principle of Worthy Intentions 61
The simple and reliable way to demonstrate warmth and competence
4 The Price of Progress 85
How faceless commerce leads to a focus on discounts
5 Take Us to Your Leader 105
What we learn from the people behind the things we buy
6 Show Your True Colors 127
Why mistakes and crises are a golden loyalty opportunity
7 The Relationship Renaissance 151
Navigating the road ahead
Notes 169
About the Authors 185
Index 187