EMOTION MARKETING ROBINETTE S., BRAND C. Księgarnia

Emotion Marketing

The Hallmark Way of Winning Customers for Life

"Hallmark opens a door to a strategy that all businesspersons know is critical but are unwilling to admit publicly.... how to tap the power of emotion to gain competitive advantage." J. Michael Mclntyre, st. Vice President, Hunter Business Group, LLC

One of the oldest and most beloved brands in the world. Hallmark wrote the book on customer loyalty. To its millions of fiercely loyal customers world-wide, the Hallmark brand stands for much more than greeting cards it stands for the feelings of a lifetime, a continuity with the past, and a hope for the future. In Emotion Marketing, Hallmark insiders reveal, for the first time, the original Emotional Marketing strategies behind their company's enduring success.

Customer loyalty remains as slippery as ever for most companies despite vast sums spent on ambitious loyalty programs, relationship management schemes, and one-to-one marketing initiatives. Desperate for an answer to the loyalty conundrum, many leading firms have turned to Hallmark. More than any other company, Hallmark has come to symbolize the ability to capture and hold that most elusive item of all the customer's heart.

Written by leaders of the Hallmark Loyalty Marketing Group, Emotion Marketing provides business readers with their first in-depth analysis of Hallmark's uncanny ability to forge lasting emotional bonds with a huge and devoted customer base that spans generations. More importantly, it describes original Emotion Marketing principles and techniques that you can put to work in your company.

You'll learn about the power of caring and how it provides the missing link between customer satisfaction and customer loyalty. You'll learn about the ValueStar*5110, a powerful tool that helps businesses deliver the right emotional message, at the right time, to the right customers. You'll also leam how to cultivate an enterprise-wide commitment to pursuing a sustainable connection that

makes customers feel so valued they will go out of their way to be loyal. And you'll get the same expert advice and guidance received by the dozens of Hallmark client companies who have achieved nothing less than miraculous results by making Emotional Marketing a major part of their strategic arsenal.

"This book is all about the winning of loyal customers and the resulting profits." Edward Spiegel, Associate Professor of Direct Marketing, Northwestern University

Scott Robinette is President of the Hallmark Loyalty Marketing Group, a division of Hallmark Cards, Inc. dedicated to helping businesses build profitable customer relationships through relevant emotion-based communications.

Claire Brand is General Manager of Hallmark Keepsakes, one of Hallmark's largest gift businesses with a rich history of loyal collectors. Claire has been instrumental in the development of Hallmark's consumer database and loyalty initiatives.

Vicki Lenz is a Louisville, Kentucky-based writer, consultant, speaker and president of Emphasis On Customers! Her most recent book is The Saturn Difference.

246 pages

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czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.