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Resortes emocionales que cautivarán a su cliente
Andrade, Eduardo B.; Capizzani, MarioArticle ART-1971MarketingLos especialistas en marketing saben desde hace tiempo que las emociones juegan un papel importante en las decisiones de los consumidores. Pero, como indican los últimos hallazgos científicos, su influencia admite muchos más matices y es más compleja de lo que parece. Las reacciones emocionales sutiles suelen dejar más poso que las intensas; los efectos de las emociones efímeras pueden ser duraderos; a veces, la experiencia y la manifestación de ...Starting at €8.20
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Emotional Cues That Work Magic on Customers
Andrade, Eduardo B.; Capizzani, MarioArticle ART-1971-EMarketingMarketers have long understood that emotions play an important role in consumer decision making. But, as the latest scientific evidence suggests, their influence is much more nuanced and complex than many are aware: subtle, rather than intense, emotional reactions are often more persuasive; short-lived emotions can have lasting effects; the experience and expression of negative emotions can sometimes be beneficial; emotional experiences are often...Starting at €8.20
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Don't Let Big Data Bury Your Brand
Horst, Peter; Duboff, Robert S.Article HBS-R1511D-EMarketingThe credit card giant Capital One is known for its pioneering use of marketing analytics and big data, so it might be surprising to read about its recent realization: that too much reliance on those tools had left it without a meaningful brand. The authors explain how the number one job of the CMO--to strike the right balance between promotions that goose revenue in the short term and brand-building campaigns that support healthy margins in the l...Starting at €8.20
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Why Consumers Rebel Against Slogans
Laran, Juliano; Dalton, Amy N.; Andrade, Eduardo B.Article HBS-F1111C-EMarketingWhereas brand names can "prime" consumers to react positively to a product or business, slogans often backfire, because people recognize them as attempts to persuade. Marketers should be aware of this backlash and avoid messages that can be seen, even subconsciously, as manipulative.Starting at €8.20