Starbucks' Emotional Marketing

Author: (Korean) Jin Yinghan Lin Xizhen
Publisher:
Publish Date: 2006-01-01
Features: How to win the favor of consumers? Starbucks will reveal the secrets to you! Modern people are particularly sensitive to new things, using their sixth sense to taste coffee and savor life. To effortlessly capture the hearts of consumers, start by learning Starbucks' 77 exclusive marketing strategies! Since opening its first store in Korea in 1999, Starbucks rapidly expanded to 75 stores within just four years, maintaining an annual growth rate of 30-40%. In the fierce market competition, how did Starbucks achieve such remarkable success? The author believes that behind this great success lies a corresponding marketing system—its unique emotional marketing strategy. Through investigation, interviews, and analysis, the author has summarized 77 emotional marketing secrets of Starbucks, each a proven insight tested by practice. These 77 strategies are not only beneficial for the service industry but also provide valuable guidance for the management of many enterprises. The book is divided into three parts. The first part analyzes the needs and characteristics of consumers; the second part details how Starbucks applies the 5P principles of marketing to its operations; the third part introduces Starbucks' employee management philosophy, reflecting its excellent corporate culture. As a joint venture partner of Samsung Electronics and Starbucks, we were truly amazed to see how much customers love Starbucks. — Lee Ki-hong, Chairman of Life Plaza (Corp.)
How could a simple cup of coffee contain so many business secrets? Why didn’t we think of these things? Why didn’t we take action like they did? — Sun Jeong-ju, President of the Women’s Economic Association
Starbucks has forged a path to success from a single cup of coffee. From this book, you can learn the market strategy secrets to capture the souls of the generation. — Lee Seung-jun, Market Advisor at Samsung Economic Research Institute
The 77 success secrets of Starbucks summarized in this book are truly astonishing! Some of them are applicable to any industry. — Shin Si-do, Minister of Medical Device Company