Emotional Marketing

Autore: Patrizia Principi
Editore: Area51 Publishing
ISBN: 889331018X
Grandezza: 24,85 MB
Formato: PDF, Mobi
Vista: 5986
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Cosa ci spinge a comprare? Quali sono i motivi che ci legano a un marchio anziché a un altro? La risposta? Le emozioni! Questo è un ebook introduttivo per capire quali sono le basi dell’emotional marketing, un nuovo, modernissimo approccio nella vendita e della comunicazione. Lo scopo del marketing emozionale è creare il coinvolgimento del cliente attraverso esperienze ed emozioni positive, fino a ottenere una relazione durevole di fiducia da parte del cliente che, di conseguenza, diventa il miglior promotore del brand. L’ebook ti spiega come stimolare il cliente facendo leva su contenuti e strategie che coinvolgano emozioni, desideri inconsci ed esperienze personali. Grazie a consigli mirati ed esempi concreti, potrai capire e mettere in pratica i principali strumenti del marketing emozionale. Argomenti principali dell’ebook . Il cliente prima di tutto . Dai bisogni alle emozioni . L’esperienza di acquisto . La relazione con il cliente . Una case history: la Fabbrica di Cioccolato della Perugina . Da cliente a promotore Perché leggere questo ebook . Per conoscere e mettere in pratica le basi del marketing emozionale . Per creare un’esperienza di acquisto piacevole . Per costruire una relazione positiva, duratura e appagante con i tuoi clienti . Per avere idee e spunti da adattare al tuo contesto, al tuo budget e ai tuoi prodotti . Per aumentare e migliorare le tue vendite, acquisendo nuovi clienti . Per fidelizzare e soddisfare i clienti che già hai e renderli tuoi promotori L’ebook si rivolge . A chi vuole avere un manuale semplice e introduttivo per capire quali sono le basi dell’emotional marketing . A chi ha un’attività e vuole fare e sapere cosa è il marketing basato sulle emozioni . A chi vuole essere aggiornato sulle ultime novità del marketing e della comunicazione . Ai professionisti della vendita che cercano nuove idee e tecniche aggiornate per migliorare le loro performance e così aumentare le vendite Contenuti dell’ebook in sintesi . Come e perché mettere il cliente prima di tutto . Capire i bisogni del cliente . Trasformare i bisogni del cliente in emozioni . Comprendere le diverse tipologie di esperienze di acquisto e consumo . Come trattare gli altri e forgiare una relazione funzionale alla vendita . Come creare esperienze personalizzate per i diverti tipi di clienti . Un esempio di emotional marketing: la Fabbrica di Cioccolato della Perugina . La pubblicità indiretta grazie al passaparola del cliente soddisfatto e felice

Working With Emotional Intelligence

Autore: Daniel Goleman
Editore: Bantam
ISBN: 0553903217
Grandezza: 37,89 MB
Formato: PDF, Kindle
Vista: 2473
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Do you have what it takes to succeed in your career? The secret of success is not what they taught you in school. What matters most is not IQ, not a business school degree, not even technical know-how or years of expertise. The single most important factor in job performance and advancement is emotional intelligence. Emotional intelligence is actually a set of skills that anyone can acquire, and in this practical guide, Daniel Goleman identifies them, explains their importance, and shows how they can be fostered. For leaders, emotional intelligence is almost 90 percent of what sets stars apart from the mediocre. As Goleman documents, it's the essential ingredient for reaching and staying at the top in any field, even in high-tech careers. And organizations that learn to operate in emotionally intelligent ways are the companies that will remain vital and dynamic in the competitive marketplace of today—and the future.


Autore: Brodi Ashton
Editore: Simon and Schuster
ISBN: 085707458X
Grandezza: 49,32 MB
Formato: PDF, Docs
Vista: 8829
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Last spring, Nikki Beckett vanished, sucked into an underworld known as the Everneath, where immortals Feed on the emotions of despairing humans. Now she's returned- to her old life, her family, her friends- before being banished back to the underworld... this time forever. She has six months before the Everneath comes to claim her, six months for good-byes she can't find the words for, six months to find redemption, if it exists. Nikki longs to spend these months reconnecting with her boyfriend, Jack, the one person she loves more than anything. But there's a problem: Cole, the smoldering immortal who first enticed her to the Everneath, has followed Nikki to the mortal world. And he'll do whatever it takes to bring her back- this time as his queen. As Nikki's time grows short and her relationships begin slipping from her grasp, she's forced to make the hardest decision of her life: find a way to cheat fate and remain on the Surface with Jack or return to the Everneath and become Cole's...

Consumer Tribes

Autore: Bernard Cova
Editore: Routledge
ISBN: 1136414673
Grandezza: 22,57 MB
Formato: PDF, Kindle
Vista: 3770
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Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual consumption of products that defines our lives but rather that this activity actually facilitates meaningful social relationships. The social ‘links’ (social relationships) are more important than the things (brands etc.) The aim of this book is therefore to offer a systematic overview of the area that has been defined as “cultures of consumption”- consumption microcultures, brand cultures, brand tribes, and brand communities. It is though these that students of marketing and marketing practitioners can begin to genuinely understand the real drivers of consumer behaviour. It will be essential to everyone who needs to understand the new paradigm in consumer research, brand management and communications management.

Brand Sense

Autore: Martin Lindstrom
Editore: Simon and Schuster
ISBN: 1439172013
Grandezza: 35,98 MB
Formato: PDF, ePub, Mobi
Vista: 8345
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Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing "new car" aroma? Or that Kellogg's trademarked "crunch" is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world's most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom's innovative worldwide study unveils how all of us are slaves to our senses -- and how, after reading this book, we'll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.

The Green Marketing Manifesto

Autore: John Grant
Editore: John Wiley & Sons
ISBN: 9780470687314
Grandezza: 46,31 MB
Formato: PDF, ePub
Vista: 9476
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We are currently eating, sleeping and breathing a new found religion of everything ‘green’. At the very heart of responsibility is industry and commerce, with everyone now racing to create their ‘environmental’ business strategy. In line with this awareness, there is much discussion about the ‘green marketing opportunity’ as a means of jumping on this bandwagon. We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. True green marketing must go beyond the ad models where everything is another excuse to make a brand look good; we need a green marketing that does good. The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably. It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a ‘Green Matrix’ as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing. Includes a foreword by Jonathon Porritt.

The Cluetrain Manifesto

Autore: Rick Levine
Grandezza: 27,37 MB
Formato: PDF
Vista: 6272
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Essentials Of Marketing

Autore: Jim Blythe
Editore: Pearson Higher Ed
ISBN: 1292100087
Grandezza: 21,85 MB
Formato: PDF
Vista: 7101
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Essentials of Marketing, sixth edition, provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives. Using contemporary case studies, in-chapter examples and suggestions for further reading the book provides everything an undergraduate or CIM student needs to excel in their discipline. The book is further complemented by a full range of online resources, including video cases, self-test questions, power-point slides and an instructor’s manual. Professor Jim Blythe is the author of eighteen textbooks and over fifty journal articles. A former sales manager and marketing consultant, he has taught at universities in the UK, France, Germany, Japan and Zambia. He is widely travelled, and holds a private pilot’s licence. Jane Martin is a senior lecturer in Marketing and Marketing Programme Leader at the University of Chester. She has taught in Universities in the UK and China and has previously been a company director and worked in business-to-business marketing. She has also been a member of the Chartered Institute of Marketing for a number of years.


Autore: Laura Ries
Editore: Ries' Pieces Publishing
ISBN: 9780984937097
Grandezza: 62,22 MB
Formato: PDF, ePub
Vista: 7163
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Why are most slogans and taglines ineffective? Because they're just words and a mind cannot understand words. A mind can only understand sounds. Why do most Americans remember the battlecry of the French Revolution (Liberte, egalite, fraternite) when they cannot remember the battlecry of the American Revolution? Because the sounds of the words "Liberte, egalite, fraternite" rhyme and that's one of the powerful techniques for creating a memorable slogan. In addition to "rhyme," there are four other techniques outlined in my new book, Battlecry. (1) Rhyme: "Roto-Rooter, that's the name. And away go troubles down the drain." (2) Alliteration: "M&Ms melt in your mouth, not in your hands." (3) Repetition: "The few. The proud. The Marines." (4) Reversals: "Two great tastes that taste great together. Reese's peanut butter cups." (5) Double-entendre: "A diamond is forever." You might think companies and their ad agencies would be wise to these techniques. But few slogans actually use any of these memory-building tactics. In a recent survey of 266 advertising slogans, only 19 used any one of them. Battlecry is a companion book to my previous book, Visual Hammer, and should be read together. Creating a slogan is only half the battle. The other half of the battle is a visual that will help drive your slogan into prospects' minds. The contour bottle helps drive "The real thing" into the minds of cola drinkers. The duck helps drive the Aflac name into prospects' minds. The straw-in-the-orange helps drive "Not from concentrate" into the minds of Tropicana buyers. Even "The ultimate driving machine" would not have been effective, in my opinion, without a visual hammer. And what was BMW's visual hammer? It was the television commercials showing BMWs being driven over winding road by happy owners. Over the years, there have been many advertising campaigns showing beautiful automobiles being driven over lush, winding roads. The hammers are terrific, but the nails are missing. The trick is to find the right combination of a visual hammer and a verbal nail. And my two books, Battlecry and Visual Hammer, can help you do exactly that."