Dimensions
138 x 216 x 9mm
The whole business world, particularly the world of
branding, marketing and communications, is in disorder
following the credit-turned-economic crisis. Traditional
models are questioned if not discarded, with no
alternative method suggested. Media is facing its worst-
ever situation and will likely never recover to its
golden years. At the same time, the marginal importance
given to emotions in the way consumers are understood by
decision-makers is surprising, as emotions play a growing
role in day-to-day interpersonal relationships, and in
the way messages are publicised. To fill this gap, 'Emoti-
coms' studies the role of emotions in marketing and
communicating and offers leaders the knowledge,
understanding and tools to successfully use emotions in
their communication to their stakeholders. The book uses
scientific knowledge about emotions together with case
studies. Fictional scenarios of consumers and/or managers
are be used to demonstrate points raised and further
explain the key issues.
