Empathetic Marketing, 2012
How to Satisfy the 6 Core Emotional Needs of Your Customers

With a revised understanding of the science and philosophy behind human needs, businesses will be better equipped to provide long-term satisfaction for their customers. Mark uncovers a framework that will help businesses identify human needs and incorporate this perspective into strategy, and then focuses each chapter on a specific emotional need.

Introduction PART I: A VITAL NEEDS BASED APPROACH The Business of Meeting Vital Needs The Shift: Working Toward a Vital Needs-Based Approach PART II: THE VITAL NEEDS Self-Expression Belonging Recognition Control Care Growth Epilogue

MARK INGWER Founder and managing partner of an international market research firm, Insight Consulting Group. His consulting work has been featured in Business Week, New York Times, Crain's, Brandweek, Chicago Tribune, Chicago Sun-Times, Admap, Bloomberg Markets, Product Management Today, Marketing News, and Advertising Age. He is a former Adjunct Professor at Northwestern Kellogg School of Management, USA.