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Table of Contents

ACKNOWLEDGMENTS

CONTENTS

INTRODUCTION

Part I: Discovering the Power of Emotion

Part II: Putting Emotional Triggers to Work----Sales

Part III: Putting Emotional Triggers to Work----Marketing

Part IV: Putting Emotional Triggers to Work----Customer Relationships

Part V: Integrating Emotional Logic

INDEX

ABOUT THE AUTHORS

Contents Introduction 11 Part I Discovering the Power of Emotion Chapter 1 The Power of Emotion: What Emotional Triggers 17 Are and Why They Matter Chapter 2 Emotional-Trigger Research: Winning Using the Indirect Approach 31

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CONTENTS - Pg. 7