Emotion Marketing is the new buzzword in business. It taps the emotions of buyers to act and encourage them to go beyond a single purchase to win long-term brand loyalty, longevity and profits by leveraging the three Es of emotion marketing—Equity, Experience and Energy. Success in sustaining competitive advantage in the marketplace is directly correlated to the ability to establish and strengthen an emotional connection between the company or brand and customer. This makes customers feel so valued and cared for that they will go out of their way to be loyal to the brand which results in repeat business. And in today s economy, emotion marketing proves that retaining customers through loyalty is far easier than attracting new ones. Successful companies are those willing to capitalize on the linkage of emotion between the product and the customer and venturing to go that extra mile and engage the public. This book is designed to provide a systematic, clear exposition of the role played by emotion in marketing and consumer behavior, and analyzes the way companies connect with customers, develop new products and improve their strategic positioning,etc.
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