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The marketing power of emotion

Author: John O'Shaughnessy; Nicholas J O'Shaughnessy
Publisher: New York : Oxford University Press, 2003.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
O'Shaughnessy, John.
Marketing power of emotion.
New York : Oxford University Press, 2003
(DLC) 2002070905
(OCoLC)49726373
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: John O'Shaughnessy; Nicholas J O'Shaughnessy
ISBN: 1423763165 9781423763161 9781602567719 1602567719 1280482168 9781280482168
OCLC Number: 65196166
Description: 1 online resource (vi, 274 pages) : illustrations
Contents: Scope of emotion in marketing --
Generating emotion: value systems, emotive stimuli, and appraisal --
Generating emotion: beliefs and wishes --
Generating emotion: emotional responses --
Predicting, changing, and influencing emotional responses --
Branding and emotion --
Emotion in building brand equity.
Responsibility: John O'Shaughnessy, Nicholas Jackson O'Shaughnessy.
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Abstract:

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.

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