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eBook The Marketing Power of Emotion epub

by Nicholas Jackson O'Shaughnessy,John O'Shaughnessy

eBook The Marketing Power of Emotion epub
  • ISBN: 0195150562
  • Author: Nicholas Jackson O'Shaughnessy,John O'Shaughnessy
  • Genre: Business
  • Subcategory: Marketing & Sales
  • Language: English
  • Publisher: Oxford University Press; 1 edition (December 26, 2002)
  • Pages: 288 pages
  • ePUB size: 1786 kb
  • FB2 size 1496 kb
  • Formats lrf rtf azw txt


O’Shaughnessy taught at Columbia University Graduate School of. .The Marketing Power of Emotion (with .

O’Shaughnessy taught at Columbia University Graduate School of Business from 1967 to 1993, serving also on the University Senate as well as chairman of the Management division of the school  . Persuasion in Advertising (with .

This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. This book covers all the essential topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals.

John and Nicholas O'Shaughnessy. John O'Shaughnessy is professor emeritus of business at Columbia University and is currently Senior. have produced a systematic, clearly written exposition of the role played by emotion in marketing and consumer behavior. -Journal of Macromarketing. 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.

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

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.

Электронная книга "The Marketing Power of Emotion", John O'Shaughnessy, Nicholas Jackson O'Shaughnessy. Эту книгу можно прочитать в Google Play Книгах на компьютере, а также на устройствах Android и iOS. Выделяйте текст, добавляйте закладки и делайте заметки, скачав книгу "The Marketing Power of Emotion" для чтения в офлайн-режиме.

Nicholas Jackson O’Shaughnessy. Oxford university press. php?promoCode &partnerID &content story&storyID 20232. Marketing literature highlights the use of emotions through the creation of emotional connections in brand communication and customer loyalty as a form of business strategy . Robinette and Brand discuss emotion marketing, recognising its importance in creating or strengthening a relevant brand identity and managing a customer's experience.

Home Browse Books Book details, The Marketing Power of Emotion. 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. The Marketing Power of Emotion. By John O'Shaughnessy, Nicholas Jackson O'Shaughnessy. 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 less influential.

John O'Shaughnessy (author), Nicholas Jackson O'Shaughnessy (author). 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.

John O'Shaughnessy, Nicholas Jackson O'Shaughnessy. ISBN: 0195150562; Издательство: Oxford University Press. 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 is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow

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 less influential. 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 and persuasion, 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.
Comments: (2)
Alsath
Mr. O'Shaughnessy of bring clinical details of how emotions are activated and ways marketers can engage audiences through branding, advertising, etc.
ChallengeMine
Excellent insight and research into how marketing that appeals to emotions works. This books seems very well researched and the authors seem to have very strong credentials. Obviously useful to companies and marketing groups looking for ways to boost their sales. For consumers that are looking for help, SOLD: Don't Go Poor and Miserable Being Sold Happiness  is more applicable as it's written to help the shopper deal with salespeople and marketing gimmicks. It's also written at a more conversational level - less academic. Both are good, just depends what you need and both would be useful for a salesperson.
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