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The Marketing Power of Emotion 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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O'Shaughnessy, John/ O'Shaughnessy, Nicholas J. 作者

Oxford Univ Pr

译者

2002-11 出版日期

282 页数

$ 33.84 价格

HRD

丛书系列

9780195150568 图书编码

The Marketing Power of Emotion 在线电子书图书标签: 经济学

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The Marketing Power of Emotion 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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The Marketing Power of Emotion 在线电子书图书描述

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.

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