Empathetic marketing: how to satisfy the 6 core emotional needs of your

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Peoples emotions and resulting behaviors are the foundation for satisfying vital psychological needs. Needs are at the root of our triumphs and setbacks in our personal lives and affect many of the d...
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Peoples emotions and resulting behaviors are the foundation for satisfying vital psychological needs. Needs are at the root of our triumphs and setbacks in our personal lives and affect many of the decisions that fuel the economy. But most marketers, researchers, product designers, advertisers and executives do not fully consider needs, and end up using emotion in ways that may be misguided and shortsighted. The central premise of this book is that with a revised understanding of the science and philosophy behind human needs, businesses will be better equipped to provide long-term satisfaction for their customers, as well as grow their bottom lines. Mark uncovers a framework that will help businesses both identify human needs and incorporate this perspective into strategy, and then focuses each chapter on a specific vital emotional need: Self-expression, Belonging, Recognition, Control, Care and Growth.
Uitgever Macmillan Distribution Ltd
Druk 0
ISBN/EAN 9780230340275
Auteur Ingwer, m.
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