Summer Reading B2G1 Free
 
 

Special Offers see all

Enter to WIN a $100 Credit

Subscribe to PowellsBooks.news
for a chance to win.
Privacy Policy

Visit our stores


    Recently Viewed clear list


    Original Essays | July 14, 2015

    Joshua Mohr: IMG Your Imagination, Your Fingerprint



    When I was in grad school, a teacher told our workshop that if a published novel is 300 pages, the writer had to generate 1,200 along the way. I... Continue »
    1. $17.50 Sale Hardcover add to wish list

      All This Life

      Joshua Mohr 9781593766030

    spacer
Qualifying orders ship free.
$27.95
New Hardcover
Ships in 1 to 3 days
Add to Wishlist
Qty Store Section
7 Local Warehouse Business- Marketing

Built to Love: Creating Products That Captivate Customers

by

Built to Love: Creating Products That Captivate Customers Cover

 

Synopses & Reviews

Publisher Comments:

Built to Love reveals how companies can create captivating products that energize the marketplace and set the standard for what customers want and expect. Firms often hope the answer is to produce the latest high technology devices – only to find that they fail to light up the marketplace.  Or firms rely on ads that overstate or mislead, leaving the customer disappointed and disillusioned.  Instead, a deeper emotional engagement between the customer and product is required, regardless of whether the products are physical products, services, technologies, software, systems, or brands.

 

Using a combination of industry-based research and laboratory experiments, the authors demonstrate that customers will richly pay for products that authentically provide emotional fulfillment.  They uncover the science behind successful products that create an avid and loyal following, and they present evidence that product emotions increase a product’s success in the marketplace as well as a firm’s success in the stock market (even when the economy is down!).

 

A practical how-to guide, the book next shows how to analyze customers’ emotional needs and translate those needs into features that galvanize customers.  Throughout, the book uses revealing case studies that show how to energize customers in both consumer and business-to-business worlds, in both large and small firms.

Synopsis:

Using a combination of industry-based research and laboratory experiments, the authors demonstrate that customers will richly pay for products that authentically provide emotional fulfillment. They uncover the science behind successful products that create an avid and loyal following.

About the Author

Peter Boatwright is Associate Professor of Marketing at Carnegie Mellon University’s Tepper School of Business, with an appointment in Mechanical Engineering. His expertise and teaching focuses on new product marketing, marketing research methods, and innovation, which is the topic of his previous book, The Design of Things to Come.   Boatwright has both developed new statistical methods as well as additional theories of consumer behavior, spanning qualitative and quantitative methodologies. He actively consults on product and brand strategy to a diverse range of companies in fields of electronics and telephony, packaged goods, software, business-to-business durables, materials, and medical devices.

 

Jonathan Cagan is the George Tallman and Florence Barrett Ladd Professor in Mechanical Engineering with appointments in the School of Design and Computer Science at Carnegie Mellon University. Cagan is an expert in product development and innovation methods for early stage product development. Both his design methods and computer-based design research have been adopted into a variety of industries. He is the co-author of two previous books: Creating Breakthrough Products, and The Design of Things to Come. Cagan teaches new product development at Carnegie Mellon and in executive training sessions in small and large companies. He also co-directs the Masters in Product Development program at Carnegie Mellon.  He is a Fellow of ASME.

 

The Foreword is written by Donna Sturgess, formerly the Global Head of Innovation for GlaxoSmithKline.

 

 

Product Details

ISBN:
9781605096988
Author:
Boatwright, Peter
Publisher:
Berrett-Koehler Publishers
Author:
Cagan, Jonathan
Location:
Oakland
Subject:
Marketing - Research
Subject:
Customer relations -- Management.
Subject:
New products
Subject:
Business;Marketing
Subject:
CourseSmart Subject Description
Subject:
BUSINESS, MARKETING, CUSTOMER SERVICE
Edition Description:
Hardcover
Publication Date:
20100931
Binding:
HARDCOVER
Language:
English
Illustrations:
Y
Pages:
216
Dimensions:
9.62 x 6.2 x 0.73 in

Related Subjects

Business » General
Business » Marketing

Built to Love: Creating Products That Captivate Customers New Hardcover
0 stars - 0 reviews
$27.95 In Stock
Product details 216 pages Berrett-Koehler Publishers - English 9781605096988 Reviews:
"Synopsis" by , Using a combination of industry-based research and laboratory experiments, the authors demonstrate that customers will richly pay for products that authentically provide emotional fulfillment. They uncover the science behind successful products that create an avid and loyal following.
spacer
spacer
  • back to top

FOLLOW US ON...

     
Powell's City of Books is an independent bookstore in Portland, Oregon, that fills a whole city block with more than a million new, used, and out of print books. Shop those shelves — plus literally millions more books, DVDs, and gifts — here at Powells.com.