Emotional marketing

Author: Li Jin / Li Jin
Publisher:
Publish Date: 2005-05-01
Features: This book provides an in-depth analysis of emotional marketing through the inspirational examples of foreign-invested enterprises and the penetration cases of Chinese enterprises. The new marketing theories summarized by the two authors from marketing practice will play a significant guiding role in the marketing activities of domestic enterprises. — President of the China Advertising Education Research Association, Chen Pei'ai
The book introduces the basic theories and methods of emotional marketing in simple language. It includes both practical case studies and rigorous theoretical analysis. Many of its contents are not found in other marketing books published in China. — CEO of Kongpo Communication, Zheng Xianglin
Emotional marketing is the future trend and core value of marketing. Moving consumers' emotions and building brand loyalty for consumers are the essence of this book. — General Manager of TCL Home Appliances, Zhang Yongtao
After reading the e-book, I had a strong sense that this is a labor of love. The book is filled with the authors' firsthand experience from real-world practice, which sets it apart from marketing textbooks. If you want to explore the mysteries of emotional marketing, this book is worth reading. — Chief Planner of the Top 100 Marketing Team in China, Wei Haiqiang
This book is a significant contribution to the theory and practice of Chinese marketing, a crystallization of the authors' years of theoretical summaries and practical exploration. — Vice President of Business Leader, Li Chong
This book is the result of the authors' insights gained from their marketing battles. One has provided marketing consulting and brand management services to dozens of enterprises across the country, while the other worked at Gome Group in Guangdong for over ten years. It is rare in the Chinese marketing field to have a book that takes an angle on emotional marketing. There are three aspects that show the authors' dedication:
First, it analyzes the implicit and explicit relationship between emotion and marketing. Emotion is a timeless theme for humans, with family, friendship, and love as its three basic components. Marketing is the commercial behavior of selling goods, but its essence is about working with people, especially in a context where supply exceeds demand, it should mainly be about working with people's emotions. As the book states: Emotion is the link between customers and brands. Therefore, only by organically integrating emotion into a company's marketing activities can we add colorful charm to the brand's life.
Second, it provides a way of thinking and behavior in marketing. Empathy is the foundation of understanding and applying emotional marketing. The saying "the customer is god" actually means the reverse thinking of the market from the perspective of the enterprise. Only by formulating marketing strategies from the perspective of the market — the customer's perspective — and providing them with truly high-quality services, can we subtly transfer our emotions to the product and brand, thereby making customers feel moved and gaining market rewards in return.
Third, it allows for a systematic understanding and application of emotional marketing. The authors deeply discuss emotional marketing and have compiled methods and models for its application based on their past work experience, which is worth referencing.