Products That Captivate Customers

Professors Peter Boatwright, associate professor of marketing, and Jonathan Cagan, George Tallman and Florence Barrett Ladd Professor in Mechanical Engineering, discuss their latest book, Built To Love: Creating Products That Captivate Customers, that examines how product emotions correlate to market success and explains how companies can, through their products, instill desired emotions into their customers.

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Read a story about the book release