The Marketing Power of Emotion.

This work 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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: O'Shaughnessy, John
Otros Autores: O'Shaughnessy, Nicholas Jackson
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Cary : Oxford University Press, 2002.
Temas:
Consumer behavior.
Consumers > Psychology.
Marketing > Psychological aspects.
Advertising > Psychological aspects.
Decision making > Psychological aspects.
Emotions > Economic aspects.
Consommateurs > Comportement.
Marketing > Aspect psychologique.
Publicité > Aspect psychologique.
Prise de décision > Aspect psychologique.
Advertising > Psychological aspects
Consumer behavior
Consumers > Psychology
Decision making > Psychological aspects
Emotions > Economic aspects
Marketing > Psychological aspects
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 1 The Scope of Emotion in Marketing; 2 Generating Emotion: Value Systems, Emotive Stimuli, and Appraisal; 3 Generating Emotion: Beliefs and Wishes; 4 Generating Emotion: Emotional Responses; 5 Predicting, Changing, and Influencing Emotional Responses; 6 Branding and Emotion; 7 Emotion in Building Brand Equity; Notes; Index; A; B; C; D; E; F; G; H; I; J; K; L; M; N; O; P; R; S; T; U; V; W.

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