Book Description
To its millions of loyal customers world-wide, the Hallmark brand stands for more than just greeting cards; it embodies the elusive item every company hopes to capture—the customer’s heart. Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing.
This strategy can help any company create an emotional bond with customers for a competitive advantage in the marketplace. Emotion Marketing will reveal:
• How emotion works to cement customer loyalty
• The 3 Emotional E’s—Equity, Experience, and Energy
Scott Robinette (Kansas City, MO) is General Manager of Hallmark Business Expressions. Claire Brand (Kansas City, MO) is Customer Marketing Manager at Hallmark. Vicki Lenz (Atlanta, GA) is a writer, consultant, and speaker on business, leadership, and marketing.
Download Description
Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing.
Customer Reviews:
More insight in Emotionn Marketing.......2003-09-17
I get lots of insight about emotion marketing from this book.
In fact, the term of "Emotion marketing" is new to me, after I read this book, I found that many products or commercials are already used this concept to sell the product, such as Hallmark and McDonald's. Hallmark emphasizes care and love in its brand, it wants to show to the customer that Hallmark cares what they need and it tries to educate or demonstrate to the customer the importance of sharing love, but not only hard-sell their products.
On the other hand, McDonald¡¦s shows the happy and fun feeling to the customers. It tries to show that McDonald's is not only a fast food shop but also a place for children to have fun which brings happy to every customers.
I think emotion marketing will be more and more popular in the world. The traditional hard ¡Vsell product advertising method is not suitable for customers nowadays. Since product¡¦s differentiation becomes less and less and customers are more knowledgeable, the selling method only emphasizes functions will not be persuasive enough and increase customer¡¦s purchase intention. But emotion marketing is mainly selling the feeling and emotion that can be associated with the brands or products and as we know that human being is kind of emotion oriented when buying products.
Also, emotion marketing is very helpful in building customer loyalty since customers will loyal to the brand which have same belief or they enjoy the emotion which the company created for them.
A comprehensive guide to Emotion Marketing.......2003-09-17
This is a very comprehensive guide to Emotion Marketing for any business.
The book has mentioned many examples of successful emotion marketing strategies used by Hallmark and other companies like Harley-Davidson. However, what they have already done does not mean ¡§sure-win¡¨ plans.
The book explained a model for Emotion Marketing ¡V Value StarSM. Base on this model, any business can work out its own tailor-made success formula. Then, the book also taught us how to put Emotion Marketing to work at different areas of business, like on the Internet.
Emotion Marketing is actually about how to attract and retain customers that will be loyal to a brand for a lifetime. Therefore, the key is how a business manages its customer relationships.
This is a very good book because it goes beyond telling us WHAT to do, but HOW we should PLAN what to do.
A comprehensive guide to Emotion Marketing.......2003-09-15
This is a very comprehensive guide to Emotion Marketing for any business.
The book has mentioned many examples of successful emotion marketing strategies used by Hallmark and other companies like Harley-Davidson. However, what they have already done does not mean ¡§sure-win¡¨ plans.
The book explained a model for Emotion Marketing ¡V Value StarSM. Base on this model, any business can work out its own tailor-made success formula. Then, the book also taught us how to put Emotion Marketing to work at different areas of business, like on the Internet.
Emotion Marketing is actually about how to attract and retain customers that will be loyal to a brand for a lifetime. Therefore, the key is how a business manages its customer relationships.
This is a very good book because it goes beyond telling us WHAT to do, but HOW we should PLAN what to do.
Customer Service "Must".......2001-05-15
Anybody interested in outstanding customer service will value the experience of reading Emotion Marketing by Scott Robinette, Claire Brand and Vicki Lenz.
When one considers the expenses associated with finding new customers and then compares how little, by comparison, it costs to keep the customers you already have, this book becomes essential reading.
Emotion Marketing is easy to read, yet educational and thought-provoking.
Winning Formula for Customers and Employees Alike.......2001-04-28
"Emotion Marketing" presents a powerful formula for engaging customers and employees alike in a meaningful relationship with enlightened leadership. This work should dispel any doubt about the value of pro-people practices in business. Engaging the commitment of 20,000 employees and millions of customers is no small task. Yet, in a world of corporate downsizing, worker alienation, and customer distrust, Hallmark has developed the ability to make money by winning people's hearts and earning their trust. This is a must read for anyone seeking to distinguish themselves and their companies from the madding crowd.
Average customer rating:
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The Marketing Power of Emotion
John O'Shaughnessy , and
Nicholas Jackson O'Shaughnessy
Manufacturer: Oxford University Press, USA
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ASIN: 0195150562 |
Book Description
Emotion is one of the defining forces in our lives. It lies at the very heart of many of our most important experiences and memories. Not surprisingly, the worlds of business and marketing have long drawn on the power of emotion to influence consumer impulses and brand loyalty. Yet beyond the obvious emotions evoked by an inspirational Nike ad or an affecting Hallmark commercial lies an emotional universe that is less conspicuous, even transparent, yet no less influential. In this definitive work, two marketing experts provide a highly original, entertaining and anecdote-rich account of the marketing power of emotion. The primordial force behind motivation and persuasion, emotions enter into all decisions involving tradeoffs and are thus especially relevant to consumer decision-making. The Marketing Power of Emotion traces the manner in which companies rely on emotion to connect with consumers, develop new products, improve their strategic position, and increase brand recognition. Synthesizing key research in a variety of scientific fields, the authors cover the role of mood in persuasion; affect-driven consumer behavior; choice processes; associationism (how consumers develop positive and negative associations with a product); the importance of consistency; response prediction; and emotional response manipulation, among a host of other topics. Importantly, the centrality of emotion in developing brand loyalty is explored in depth. Essential reading for executives and middle management alike, as well as all students and scholars of consumer behavior, The Marketing Power of Emotion is the most authoritative statement yet on this critically important aspect of business strategy.
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In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role.
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In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role.
Book Description
This digital document is an article from Yard & Garden, published by Thomson Gale on September 1, 2007. The length of the article is 716 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: POWER of Emotion.(Sales and Marketing)
Author: Gale Reference Team
Publication:
Yard & Garden (Magazine/Journal)
Date: September 1, 2007
Publisher: Thomson Gale
Volume: 15
Issue: N/A
Page: 7
Distributed by Thomson Gale
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The Global Economic Mismatch: High Technology and Low Pay
Henry B. Schechter
Manufacturer: Praeger Publishers
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Binding: Hardcover
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ASIN: 0275944611 |
Book Description
In this study, labor economist Henry Schechter concludes that there is a need for greater international prohibitions and for keeping open channels for collective bargaining for higher wages. He presents an analysis of recent changes in the United States and elsewhere, highlighting the spread of automated production technology to lesser developed, low-wage areas of the world, which leads to global demand-supply imbalances and downward pressure on wages. This circumstance, he charges, is aggravated as multinational corporations affiliate with one another, lessening competition and increasing monopolistic influences worldwide. This work will be of interest to the scholars and policymakers in academia, government, business, and the labor movement concerned with fiscal and labor economic policies.
Book Description
Comprehensive guide to the culture, etiquette and communication of Russia.
Customer Reviews:
the authorýs subjective view.......2001-09-09
This is a compact book with a lot of useful information. However, while reading this portable guide, or similar sources, it is important to keep in mind that the given information is the author's subjective view, which might not be accurate. For example, either in order to make the book more entertaining or due to misleading research, Mitchell writes, "On an historical note: In Communism's heyday, many Russians gave children such inspirational names as Tractor, Melor (an acronym for Marx, Engles, Lenin, October Revolution) or even Ninel (a girl's name that is actually Lenin spelled backwards)." It is true that in the most remote locations during the pinnacle of Communist ideology that there were a few instances of people being named in this way. However, to say that "many" Russians named their children this way is completely untrue. A few Russian people of older generations who lived all of their lives in Russia said that they never heard any of these names.
The information that the author provides on typical Russian women's attire and appearance also differs from reality. Mitchell states, "High fashion for Russian women tends toward very high heels, tight dresses (often too much Tatiana or Luda stuffed into too little material), heavy makeup and big hair. Wealthy mutton invariably dresses as lamb - a sight that often takes some getting used." Those who traveled to major Russian cities in recent years would disagree with the author's perception. Perhaps the author lacked the company of other kind of ladies.
At a certain point the author describes how many young women in Russia are hired to work in businesses based on their looks rather than on their credentials and skills. Although it is possible to find such job advertisements, they are certainly not as common as the author would have us believe. Russian women have been actively participating in the workforce since the beginning of the 20th century and often have held the same positions as men. The author also mentions that work advertisements often specify that a young woman should be "prepared to perform other duties related to client entertainment..." Then he proceeds, "...But this should come as no surprise in a country that once held televised vacuum cleaner races to celebrate International Women's Day - a day meant to honor the contribution of women to world culture."
Mitchell probably did not conduct enough research on this matter. In 1910 at the International Conference of Women Socialists in Copenhagen, Klara Tsetkin, the well-known German revolutionary, suggested dedicating the 8th of March to International Women's Day. This holiday signifies the international solidarity of women in a struggle for economic, social and political equality. It was first celebrated in Europe in 1911, and in Russia in 1913. Russian women received equal rights in the second decade of the century, while in the U.S. equal rights for women began to appear only in 1970s with Affirmative Action legislation (Or with Equal Rights legislation?).
The author's comment about the "vacuum cleaner races" as a questionable means of celebrating womens' contributions, simply demonstrates the perspective that the author chose to portray it in, i.e. humorous. In reality, March 8th is a holiday in Russia where all women receive flowers from their sons, fathers, brothers, husbands, and male friends. Men try to do something special for the women in their lives on this day. The 8th of March has always been one of the most beautiful holidays in Russia.
Overall, the book is a fun portable guide, which does contain valuable information. However a Russian person reading this book would disagree with a many of authors' comments. A Russian person would likely note that the book is not judgment-free and often pokes fun at Russian culture rather than describing it. The conclusion is - use several sources to prepare for your business trip to Russia.
The authorýs bias view of Russian Culture.......2001-09-01
This is a compact book with a lot of useful information. However, while reading this portable guide, or similar sources, it is important to keep in mind that the given information is the author's subjective view, which might not be accurate. For example, either in order to make the book more entertaining or due to misleading research, Mitchell writes, "On an historical note: In Communism's heyday, many Russians gave children such inspirational names as Tractor, Melor (an acronym for Marx, Engles, Lenin, October Revolution) or even Ninel (a girl's name that is actually Lenin spelled backwards)." It is true that in the most remote locations during the pinnacle of Communist ideology that there were a few instances of people being named in this way. However, to say that "many" Russians named their children this way is completely untrue. A few Russian people of older generations who lived all of their lives in Russia said that they never heard any of these names.
The information that the author provides on typical Russian women's attire and appearance also differs from reality. Mitchell states, "High fashion for Russian women tends toward very high heels, tight dresses (often too much Tatiana or Luda stuffed into too little material), heavy makeup and big hair. Wealthy mutton invariably dresses as lamb - a sight that often takes some getting used." Those who traveled to major Russian cities in recent years would disagree with the author's perception. Perhaps the author lacked the company of other kind of ladies.
At a certain point the author describes how many young women in Russia are hired to work in businesses based on their looks rather than on their credentials and skills. Although it is possible to find such job advertisements, they are certainly not as common as the author would have us believe. Russian women have been actively participating in the workforce since the beginning of the 20th century and often have held the same positions as men. The author also mentions that work advertisements often specify that a young woman should be "prepared to perform other duties related to client entertainment..." Then he proceeds, "...But this should come as no surprise in a country that once held televised vacuum cleaner races to celebrate International Women's Day - a day meant to honor the contribution of women to world culture."
Mitchell probably did not conduct enough research on this matter. In 1910 at the International Conference of Women Socialists in Copenhagen, Klara Tsetkin, the well-known German revolutionary, suggested dedicating the 8th of March to International Women's Day. This holiday signifies the international solidarity of women in a struggle for economic, social and political equality. It was first celebrated in Europe in 1911, and in Russia in 1913. Russian women received equal rights in the second decade of the century, while in the U.S. equal rights for women began to appear only in 1970s with Affirmative Action legislation (Or with Equal Rights legislation?).
The author's comment about the "vacuum cleaner races" as a questionable means of celebrating womens' contributions, simply demonstrates the perspective that the author chose to portray it in, i.e. humorous. In reality, March 8th is a holiday in Russia where all women receive flowers from their sons, fathers, brothers, husbands, and male friends. Men try to do something special for the women in their lives on this day. The 8th of March has always been one of the most beautiful holidays in Russia.
Overall, the book is a fun portable guide, which does contain valuable information. However a Russian person reading this book would disagree with many of authors' comments. A Russian person would likely note that the book is not judgment-free and often pokes fun at Russian culture rather than describing it. The conclusion is - use several sources to prepare for your business trip to Russia.
Average customer rating:
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Brazil Business Intelligence Report
USA IBP
Manufacturer: International Business Publications, USA
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Binding: Paperback
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ASIN: 0739749269 |
Book Description
This report contains business intelligence information for succesful export-import, business and investment operations, strategic contacts and more... The report also contains selected information on investment and business opportunities, international economic projects, tenders, government projects, as well as, marketing and export-import opportunities information.
Book Description
This digital document is an article from WWP-Report on Engineering Construct & Plant Operations in the Developing World, published by Worldwide Projects, Inc. on March 1, 2002. The length of the article is 1193 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: BRAZIL: $2,620,000,000 investment aimed at developing 5 copper deposits, CIA VALE DO RIO DOCE (CVRD) [Brazil] - Order #: 038902.
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WWP-Report on Engineering Construct & Plant Operations in the Developing World (Newsletter)
Date: March 1, 2002
Publisher: Worldwide Projects, Inc.
Volume: 11
Issue: 03
Page: NA
Distributed by Thomson Gale
Book Description
This digital document is an article from WWP-Report on Engineering Construct & Plant Operations in the Developing World, published by Worldwide Projects, Inc. on April 1, 2002. The length of the article is 1246 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: BRAZIL: Construction start-up on planned $383,000,000 copper complex, CIA VALE DO RIO DOCE (CVRD) [Brazil] - Order #: 040402.
Publication:
WWP-Report on Engineering Construct & Plant Operations in the Developing World (Newsletter)
Date: April 1, 2002
Publisher: Worldwide Projects, Inc.
Volume: 11
Issue: 04
Page: NA
Distributed by Thomson Gale
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