The Marketing Power of Emotion

By:

O'Shaughnessy, John

Contributor(s):

O'Shaughnessy, Jackson
Jackson, Nicholas

Material type: Text

TextPublication details: New York Oxford Science Publication 2003Description: 274pISBN:

9780195150568

Subject(s):

Marketing

DDC classification:

658.8342 OSH

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.8342 OSH (Browse shelf(Opens below))	Available		M16732

Total holds: 0

Contents:
1 The Scope of Emotion in Marketing
2 Generating Emotion: Value Systems, Emotive Stimuli and Appraisal
3 Generating Emotion: Beliefs and Wishes
4 Generating Emotion: Emotional Responses
5 Predicting, Changing and Influencing Emotional Responses
6 Branding and Emotion
7 Emotion in Building Brand Equity

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