Emotions in marketing

Emotions play an important, if not the main, role in marketing - from marketing research to the different parts of the marketing mix to communication strategies.

How can we use emotions in marketing and especially in marketing communication? What is the importance of emotions for people and their consumption and purchasing behaviour? How to use emotional communication to arouse customers' interest and build positive and lasting relationships with them? What classical and new approaches do we use to explore and measure emotions? How to create a positive emotional relationship with a brand, product, point of sale, etc.? What channels to use to support the emotional impact of marketing communication?

In this publication, which is unique on our market, you will find not only answers to these and other questions, but also many examples of the use of positive and negative emotions in marketing in this country and abroad. The book is intended for all practitioners and students involved in marketing and especially marketing communication.