Emotion marketing : the hallmark way of winning customers for life

Author

• Robinette, Scott

Additional Author(s)

• Brand, Claire
• Lenz, Vicki

Publisher

New York: McGraw-Hill, 2001

Language

English

ISBN

9780071364140

Series

Subject(s)

• CONSUMER SATISFACTION
• CUSTOMER RELATIONS
• MARKETING

Notes

. Bibliography: p. 233-237. Index: p. 239-247

Abstract

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.

Physical Dimension

Number of Page(s)

xviii, 247 p.

Dimension

23 cm.

Other Desc.

-

Summary / Review / Table of Content

Why Emotion Marketing Works --
The Business Case for Emotion Marketing --
The Value Star--A Model for Emotion Marketing --
What Emotion Marketing Is All About --
Emotional E: Equity --
Emotional E: Experience --
Emotional E: Energy --
Product and Money--The Rational Side of the Value Star --
How to Put Emotion Marketing to Work --
Building Customer Relationships That Last --
Emotion in Marketing Communications --
Emotion Marketing on the Internet --
The Other E--Employees --
Emotion Marketing--An Action Plan.

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	02113/17	658.8 Rob E	Library - 7th Floor	Available