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Item Details
| Title:
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THE MARKETING POWER OF EMOTION
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| By: |
John O'Shaughnessy, Nicholas Jackson O'Shaughnessy |
| Format: |
Hardback |
| List price:
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£39.49 |
| Our price: |
£34.55 |
| Discount: |
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| You save:
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£4.94 |
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| ISBN 10: |
0195150562 |
| ISBN 13: |
9780195150568 |
| Availability: |
Usually dispatched within 1-3 weeks.
 Delivery
rates
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| Stock: |
Currently 0 available |
| Publisher: |
OXFORD UNIVERSITY PRESS INC |
| Pub. date: |
17 April, 2002 |
| Pages: |
282 |
| Description: |
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. |
| Synopsis: |
How does one choose between a brand name and a generic named product? Why does one choose an item with a slightly lower price than the other? The answer is emotion. This book provides an account of the marketing power of emotion, complete with references and real-life examples. Emotions, whether it is realized or not, is one of the central factors in our buying behaviour. Emotions energize the motivation to buy and certain persuasive techniques are more effective than others are when marketers are trying to resonate emotionally with consumers. This book covers all the essential relevant topics, including the scope of emotion in marketing and how - in response to these - customers make product appraisals. Finally, the volume covers branding and how emotions play a role in consumer loyalty to brands. |
| Illustrations: |
9 halftones and 4 figures |
| Publication: |
US |
| Imprint: |
Oxford University Press Inc |
| Returns: |
Returnable |
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