Why Customers Really Buy > Part III: Putting Emotional Triggers to Work----Marketing > Chapter 10 INVENTING A NEW BUSINESS: THE EMOTIONAL TRIGGERS THAT TURNED A POPULAR ACTIVITY INTO A NATIONAL INDUSTRY

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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

Chapter 8 BUILDING THE BRAND: THE EMOTIONAL TRIGGERS THAT LAUNCHED PROFITABLE NEW VENTURES

Chapter 9 CO-EXISTING WITH THE INDUSTRY GIANT: THE EMOTIONAL TRIGGERS THAT REPOSITIONED A SERVICE BUSINESS

Chapter 10 INVENTING A NEW BUSINESS: THE EMOTIONAL TRIGGERS THAT TURNED A POPULAR ACTIVITY INTO A NATIONAL INDUSTRY

Chapter 11 MARKETING TO DONORS: THE EMOTIONAL TRIGGERS THAT INCREASED CONTRIBUTIONS

Chapter 12 REPOSITIONING A BUSINESS: THE EMOTIONAL TRIGGERS THAT RESCUED A NEWLY INTEGRATED COMPANY

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

Part V: Integrating Emotional Logic

INDEX

ABOUT THE AUTHORS

Inventing a New Business 147 Chapter 10 Inventing a New Business The Emotional Triggers That Turned a Popular Activity Into a National Industry What happens when a new busi- Every path to a new ness idea becomes so successful that understanding begins in the very people who helped you confusion.

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