Speaking the same language: the relevance of neuro‐linguistic programming to effective marketing communications

  title={Speaking the same language: the relevance of neuro‐linguistic programming to effective marketing communications},
  author={Heather Skinner and Paula Stephens},
  journal={Journal of Marketing Communications},
  pages={177 - 192}
Individuals process each and every encounter with the external environment using sensory system representations (pictures, sounds, feelings, etc.). Studies of neuro‐linguistic programming have indicated that each individual tends to have a preferred sensory representational system with which they will internally code these experiences. Market segments are comprised of individuals who, although possessing similarities across traditional segmentation bases, also have different preferred sensory… 

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