Starting from the premise that customers are behaving more like cats than Pavlov's dogs, Bryan and Jeffrey Eisenberg examine how emerging media have undermined the effectiveness of prevailing mass marketing models. This paradigm shift has created an unprecedented opportunity for businesses to redefine how they communicate with customers, by leveraging the power of interconnected media channels.

Waiting for Your Cat to Bark? introduces Persuasion Architecture, the Eisenbergs' synthetic model that provides businesses with a proven context for rethinking customers and retooling marketers in a rewired market.