Index

A

accuracy, survey, 55–56

active listening, 33

activity, too much, 97

advance-planning process, 200

advertisers, potential, 36

advertising box, the, 36

advertising

campaigns, 59

clutter, 39

television, 61

agreement, intellectual, 64

alternatives, supply, 175

ambition, 113

American Broadcasting Company, 33–34

American dream, achieving the, 111

analyst expectations, expecting, 234

appeal, personalizing the, 166–167

assumptions,

fake, 68–70

testing current, 124

atmosphere, pressure-free, 69

B

Baby Boomers, 101–103

graduates, 161

motivations of, 163

values of, 115

behavior,

influenced, 49

patterns of, 90

body language, 23

bonuses, sign-on, 115

brand, building the, 123–132

brand extension opportunities, 123

business,

inventing a new, 147–158 ...

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