The Marketing Power of Emotion Hardback
by John (Professor Emeritus of BusinessSenior Associate of the Judge Institute of Manage O'Shaughnessy, Nicholas Jackson (Professor of Marketing, Professor of Marketing, Keele University) O'Shaughnessy
Hardback
- Information
Description
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.
Information
-
Out of StockMore expected soonContact us for further information
- Format:Hardback
- Pages:282 pages, 9 halftones and 4 figures
- Publisher:Oxford University Press Inc
- Publication Date:16/01/2003
- Category:
- ISBN:9780195150568
Information
-
Out of StockMore expected soonContact us for further information
- Format:Hardback
- Pages:282 pages, 9 halftones and 4 figures
- Publisher:Oxford University Press Inc
- Publication Date:16/01/2003
- Category:
- ISBN:9780195150568