When marketers use terms like personality, character, and manner to describe a brand, theyre more accurate than they know. Consumers everywhere describe their relationship with brands in the same deeply personal way -- we hate our banks, love our iPhones, think our cell phone carrier is out to get us, and so on. What’s actually going on in our brains when we make these judgments? And what implication does it have for our branding strategy at work and our behavior as consumers? According to Chris Malone, a former CMO and marketing consultant to Fortune 500 companies, and Susan T. Fiske, an award-winning Princeton professor of psychology, these valuations comes from two simultaneous snap judgments of "warmth" (what intentions others have towards us) and "competence" (how capable they are of carrying out those intentions). Psychologists have long known that warmth and competence establish our impression of people; Malone and Fiske teamed up to study 5,000 U.S. adults and 41 leading brands, including such icons as McDonalds, Coca-Cola, Tropicana, Hersheys, and Mercedes, to find out if we do the same things with brands. Their research indicates that we see brands the same way we automatically perceive, judge, and behave toward one another. Based on their research and rich with insight into the implications of their finding, THE HUMAN BRAND helps readers of all kinds to rethink the conventional wisdom about brands and corporations, loyalty and resentment; to articulate their deepest-seated responses to companies and act effectively on those responses; and to inspire companies and brand owners to embrace warmth and competence consciously--before the market forces them to. THE HUMAN BRAND includes answers to fascinating questions such as: Why do customers continue to give Tylenol a pass, despite recent missteps, and cut Toyota no slack at all? What is the real reason so many customers hate banks, oil companies, and airlines; and why have those companies failed to understand how deep that hostility goes? What is the fundamental human difference between Apple the most valuable company in the world and its rival Amazon? Why do customers rate the Hershey bar higher after being told of the good works of the companys founder, though the product remains unchanged and what does that mean for product and service companies of all kinds? Why do we respond so strongly to brands-in-the-flesh like entertainers, actors, and athletes? And why does building better brands require better people behind them? Ultimately, THE HUMAN BRAND shows that successful brands and companies always put the best interests of the customers ahead of their own, and forge genuine relationships driven by worthy intentions toward customers. It is essential reading for revolutionizing how companies behave and making organizations more responsive to what people really value.

• 关于产品：
• ● 正版保障：本网站隶属于中国国际图书贸易集团公司，确保所有图书都是100%正版。
• ● 环保纸张：进口图书大多使用的都是环保轻型张，颜色偏黄，重量比较轻。
• ● 毛边版：即书翻页的地方，故意做成了参差不齐的样子，一般为精装版，更具收藏价值。
• 
  关于退换货：
• 由于预订产品的特殊性，采购订单正式发订后，买方不得无故取消全部或部分产品的订购。
• 由于进口图书的特殊性，发生以下情况的，请直接拒收货物，由快递返回：
• ● 外包装破损/发错货/少发货/图书外观破损/图书配件不全（例如：光盘等）
  并请在工作日通过电话400-008-1110联系我们。
• 签收后，如发生以下情况，请在签收后的5个工作日内联系客服办理退换货：
• ● 缺页/错页/错印/脱线
• 
  关于发货时间：
• 一般情况下：
• ●【现货】 下单后48小时内由北京（库房）发出快递。
• ●【预订】【预售】下单后国外发货，到货时间预计5-8周左右，店铺默认中通快递，如需顺丰快递邮费到付。
• ● 需要开具发票的客户，发货时间可能在上述基础上再延后1-2个工作日（紧急发票需求，请联系010-68433105/3213）；
• ● 如遇其他特殊原因，对发货时间有影响的，我们会第一时间在网站公告，敬请留意。
• 
  关于到货时间：
• 由于进口图书入境入库后，都是委托第三方快递发货，所以我们只能保证在规定时间内发出，但无法为您保证确切的到货时间。
• ● 主要城市一般2-4天
• ● 偏远地区一般4-7天
• 
  关于接听咨询电话的时间：
• 010-68433105/3213正常接听咨询电话的时间为：周一至周五上午8：30～下午5：00，周六、日及法定节假日休息，将无法接听来电，敬请谅解。
• 其它时间您也可以通过邮件联系我们：customer@readgo.cn,工作日会优先处理。
• 
  关于快递：
• ● 已付款订单：主要由中通、宅急送负责派送，订单进度查询请拨打010-68433105/3213。