Déjà client ? Identifiez-vous

Mot de passe oublié ?

Nouveau client ?

CRÉER VOTRE COMPTE
Emoti-coms

Librairie Eyrolles - Paris 5e
Indisponible

Emoti-coms

Emoti-coms

A marketing guide to communicating through emotions

Charles Bal, Xavier Quattrocchi-Oubradous

182 pages, parution le 14/09/2011

Résumé

The marketing shift from eyeballs to emotions

Marketing is broken. Every day, consumers are bombarded with thousands of commercial messages, and they have become increasingly adept at screening out or instantly forgetting them. The advertising quest for eyeballs is floundering and research and developments in technology suggest that reaching people will only get increasingly difficult with time.

A share of heart, not a split-second of attention, must now be the goal of all marketers

Meanwhile, exciting breakthroughs in neuroscience and psychology have given us greater insights into human emotions than ever before. And important findings suggest that marketing communication - and consumers - can benefit from this.

Companies that change their promotional efforts to focus on emotional engagement with their would-be customers can convey values and benefits more accurately, be more persuasive, gain better memorisation, have their marketing go viral with greater speed, and ensure they get the best possible returns from their marketing investments.

Emoti-coms is the revolutionary guide to this new approach. Lucidly covering the theoretical groundwork and introducing actionable ideas, hints and tips for your own emotion-based campaigns, it also addresses the ethical dimension of this new and powerful way of getting your message out to the world. This is a fascinating and provocative read for all marketing and communications professionals.

Sommaire

  • Rationality : a theory of economists, a myth in business
  • What we should know about emotions
  • How emotions matter to consumers
  • Emotion, the holy grail of brands ?
  • Share oh heart, the new paradigm of communication
Voir tout
Replier

Caractéristiques techniques

  PAPIER
Éditeur(s) Harriman House LTD (Hh)
Auteur(s) Charles Bal, Xavier Quattrocchi-Oubradous
Parution 14/09/2011
Nb. de pages 182
Format 21,5 x 14
Couverture Broché
Poids 250g
Intérieur Noir et Blanc
EAN13 9781906659721
ISBN13 978-1-90665-972-1

Avantages Eyrolles.com

Livraison à partir de 0,01 en France métropolitaine
Paiement en ligne SÉCURISÉ
Livraison dans le monde
Retour sous 15 jours
+ d'un million et demi de livres disponibles
satisfait ou remboursé
Satisfait ou remboursé
Paiement sécurisé
modes de paiement
Paiement à l'expédition
partout dans le monde
Livraison partout dans le monde
Service clients 0 321 79 56 75 sav@commande.eyrolles.com
librairie française
Librairie française depuis 1925