Emotion Marketing: The Hallmark Way of Winning Customers for Life
Author:   Scott Robinette ,  Claire Brand ,  Vicki Lenz ,  Don Hall
Publisher:   McGraw-Hill Education - Europe
ISBN:  

9780071364140


Pages:   247
Publication Date:   16 January 2001
Replaced By:   0071374477
Format:   Hardback
Availability:   Manufactured on demand   Availability explained
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Emotion Marketing: The Hallmark Way of Winning Customers for Life


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Overview

Hallmark is a brand envied and emulated around the world. The New York Times voted Hallmark one of the top 100 brands of the 20th century. This work reveals the secret of its long-term success - emotion marketing. This is the key to connecting with customers on a deeper level to meet their emotional needs, and in the process building customers for life. Advice is offered on how to tap into the ""emotional e's"" of energy, equity and experience, how to build a loyal customer base and harness the power of emotion for competitive advantage.

Full Product Details

Author:   Scott Robinette ,  Claire Brand ,  Vicki Lenz ,  Don Hall
Publisher:   McGraw-Hill Education - Europe
Imprint:   McGraw-Hill Professional
Dimensions:   Width: 16.00cm , Height: 2.70cm , Length: 24.10cm
Weight:   0.567kg
ISBN:  

9780071364140


ISBN 10:   0071364145
Pages:   247
Publication Date:   16 January 2001
Audience:   Professional and scholarly ,  Professional & Vocational
Replaced By:   0071374477
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand   Availability explained
We will order this item for you from a manufactured on demand supplier.

Table of Contents

Part One: Why Emotion Marketing Works. Chapter 1: The Business Case for Emotion Marketing. Chapter 2: The Value Star - A Model for Emotion Marketing. Part Two: What Emotion Marketing Is All About. Chapter 3: Emotional E: Equity. Chapter 4: Emotional E: Experience. Chapter 5: Emotional E: Energy. Chapter 6: Product and Money - The Rational Side of the Value Star. Part Three: How to Put Emotion Marketing to Work. Chapter 7: Building Customer Relationships That Last. Chapter 8: Emotion in Marketing Communications. Chapter 9: Emotion Marketing on Internet. Chapter 10: The Other E - Employees. Chapter 11: Emotion Marketing - An Action Plan.

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Author Information

Scott Robinette (Kansas City, MO) is General Manager of Hallmark Business Expressions.

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