Articoli correlati a The Marketing Power of Emotion
This book brings together and analyzes the role that emotion plays in the way companies connect with customers, develop new products, improve their strategic positioning, and increase their brand recognition.
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Recensione:
John O'Shaughnessy is professor emeritus of business at Columbia University and is currently Senior Associate of the Judge Institute of Management Studies at Cambridge University. He has authored ten books on management and marketing. Nicholas O'Shaughnessy is Professor of Marketing at the Keele University in the United Kingdom.
Although this volume will be of interest to marketing theorists and students of consumer behaviour, I have no hesitation in recommending it to business executives and marketing practitioners. (Economic Outlook & Business Review)
The volume is structured in a way that allows a comprehensive range of ideas, themes and marketing examples to be presented in an interesting and very readable format. (Economic Outlook & Business Review)
The marketing significance of emotion and how it can be used to influence consumer decision-making is comprehensively presented in this volume. (Economic Outlook & Business Review)
L'autore:
The volume is structured in a way that allows a comprehensive range of ideas, themes and marketing examples to be presented in an interesting and very readable format. (Economic Outlook & Business Review)
The marketing significance of emotion and how it can be used to influence consumer decision-making is comprehensively presented in this volume. (Economic Outlook & Business Review)
John O'Shaughnessy is professor emeritus of business at Columbia University and is currently Senior Associate of the Judge Institute of Management Studies at Cambridge University. He has authored ten books on management and marketing. Nicholas O'Shaughnessy is Professor of Marketing at the Keele University in the United Kingdom.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
- EditoreOUP USA
- Data di pubblicazione2003
- ISBN 10 0195150562
- ISBN 13 9780195150568
- RilegaturaCopertina rigida
- Numero di pagine282
- Valutazione libreria
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Descrizione libro Hardcover. Condizione: new. Hardcover. Emotion is one of the defining forces in our lives. It lies at the very heart of many of our most important experiences and memories. Not surprisingly, the worlds of business and marketing have long drawn on the power of emotion to influence consumer impulses and brand loyalty. Yet beyond the obvious emotions evoked by an inspirational Nike ad or an affecting Hallmark commercial lies an emotional universe that is less conspicuous, even transparent, yet no lessinfluential. In this definitive work, two marketing experts provide a highly original, entertaining and anecdote-rich account of the marketing power of emotion. The primordial force behind motivation andpersuasion, emotions enter into all decisions involving tradeoffs and are thus especially relevant to consumer decision-making. The Marketing Power of Emotion traces the manner in which companies rely on emotion to connect with consumers, develop new products, improve their strategic position, and increase brand recognition. Synthesizing key research in a variety of scientific fields, the authors cover the role of mood in persuasion; affect-driven consumer behavior; choice processes;associationism (how consumers develop positive and negative associations with a product); the importance of consistency; response prediction; and emotional response manipulation, among a host of other topics.Importantly, the centrality of emotion in developing brand loyalty is explored in depth. Essential reading for executives and middle management alike, as well as all students and scholars of consumer behavior, The Marketing Power of Emotion is the most authoritative statement yet on this critically important aspect of business strategy. This book brings together and analyzes the role that emotion plays in the way companies connect with customers, develop new products, improve their strategic positioning, and increase their brand recognition. This item is printed on demand. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Codice articolo 9780195150568
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O\ Shaughnessy, J: The Marketing Power of Emotion
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Descrizione libro Gebunden. Condizione: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. This book brings together and analyzes the role that emotion plays in the way companies connect with customers, develop new products, improve their strategic positioning, and increase their brand recognition.KlappentextrnrnEmotion is one of . Codice articolo 594393630
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