Empathetic Marketing
Empathetic Marketing: How to Satisfy the 6 Core Emotional Needs of Your Customers is a 2012 general business book published by Palgrave Macmillan. I was the lead writer and researcher, working daily with the author, Mark Ingwer, president and founder of Insight Consulting Group. The book is an incisive exploration of consumer psychology and critique of standard market research. From the book's website:
“The business community has progressively embraced the role of emotion in the marketplace, but far too often it fails to practice empathy in its marketing and thus falls short of truly connecting with customers. In Empathetic Marketing, Dr. Ingwer argues that before the business community can make use of emotion, it must acquire a revised understanding of human needs and a passion for meeting them at every step of the way. Empathetic Marketing outlines a needs-based strategic approach that will help business leaders be better equipped to provide long-term engagement for their customers and grow their companies’ bottom lines.”