The marketing power of emotion / / John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
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| Autore: |
O'Shaughnessy John <1927-2023, >
|
| Titolo: |
The marketing power of emotion / / John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
|
| Pubblicazione: | New York, New York : , : Oxford University Press, , 2003 |
| ©2003 | |
| Descrizione fisica: | 1 online resource (283 p.) |
| Disciplina: | 658.8/342 |
| Soggetto topico: | Consumer behavior |
| Consumers - Psychology | |
| Marketing - Psychological aspects | |
| Advertising - Psychological aspects | |
| Decision making - Psychological aspects | |
| Emotions - Economic aspects | |
| Persona (resp. second.): | O'ShaughnessyNicholas J. <1954-> |
| Note generali: | Includes index. |
| Nota di bibliografia: | Includes bibliographical references (p. [247]-260) and index. |
| Nota di contenuto: | Machine generated contents note: 1 The Scope of Emotion in Marketing, 3 --2 Generating Emotion: Value Systems, Emotive Stimuli, and Appraisal, 35 --3 Generating Emotion: Beliefs and Wishes, 71 --4 Generating Emotion: Emotional Responses, 119 --5 Predicting, Changing, and Influencing Emotional Responses, 151 --6 Branding and Emotion, 179 --7 Emotion in Building Brand Equity, 209 --Notes, 247 --Index, 261. |
| Sommario/riassunto: | 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. |
| Titolo autorizzato: | The marketing power of emotion |
| ISBN: | 0-19-770335-6 |
| 1423763165 | |
| 1-280-48216-8 | |
| 1-60256-771-9 | |
| 1-4237-6316-5 | |
| 0-19-534866-4 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910818683603321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |