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Emotionomics

Autor Dan Hill
en Limba Engleză Paperback – 28 noi 2010
'I believe that 'emotion' is where it's at' Tom Peters For far too long, emotions have been ignored in favour of rationality and efficiency, but breakthroughs in brain science have revealed that people are primarily emotional decision-makers. Many companies have not yet accepted that fact, much less acted on it. In this fully revised edition, Emotionomics will help you to understand emotions in terms of business opportunities - both in the marketplace and in the workplace. In today's highly competitive marketplace where many products look alike, it is the emotional benefit that can make the difference. At the same time, companies with engaged, productive work forces will undoubtedly achieve competitive advantage. Dan Hill's book draws on insights gathered through facial coding, the single best viable means of measuring and managing the emotional response of customers and employees, to help you to leverage emotions for business success in terms of branding, product design, advertising, sales, customer satisfaction, leadership and employee management. Emotions matter and Emotionomics will help you to step closer to customers and employees, but step ahead of your competitors.
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Specificații

ISBN-13: 9780749461898
ISBN-10: 0749461896
Pagini: 264
Dimensiuni: 157 x 236 x 15 mm
Greutate: 0.41 kg
Ediția:Revizuită
Editura: Kogan Page

Cuprins

Part One: Why emotions matter

1 The new mental model

Overview

Science: the meaning of a three-part brain

Psychology: balancing blind instinct with growth

Economics: plugging emotions into the equation

2 The science of facial coding

Overview

The challenge: when words alone fail us

Origins and scope: why and how facial coding works

Deliverables: facial coding in practice

3 Emotions and motivations

Overview

Contextualizing emotions: how feelings fuel behaviour

Motivations: what spurs us on

The Emotionomics Matrix: introducing a strategic model

Part Two: Marketplace applications

4 Branding

Overview

Reflected beliefs: keep consumers' values in view

Belonging where status and security meet

Telling a story: selling familiarity and comfort

Conclusion

5 Offer design, packaging and usability

Overview

Winning superiority: nurturing a 'wow'

Sensory payoff: the way to the heart

Functional fulfilment: joy not frustration

Conclusion

6 Advertising

Overview

Being absorbing: what stopping power entails

The invisible line: why knowing the target market matters

Reassurance: defusing scepticism

Conclusion

7 Sales

Overview

Commitment: adopting a relationship model

Unity: staying in step with the prospect

Interwoven rewards: creating a 'we' mentality

Conclusion

8 Retail and service

Overview

Respectfulness: enabling efficiency

Engagement: bringing back delight

Reassurance: proving oneself right

Conclusion

Part Three: Workplace applications

9 Leadership

Overview

The greater good: why character matters

Clear vision: forward thinking and feeling

Cohesive culture: bringing everyone along

Conclusion

10 Employee management

Overview

Compatibility: identifying what works

Reciprocating trust: avoid disconnects

Mission critical: inspiring a questing mentality

Conclusion


Recenzii

"Get ready for a wild ride." -- Seth Godin

"Dan Hill's book is a revelation." -- Philip Kotler

"Get ready for a wild ride." -- Seth Godin

'The truth behind the cold face of business.'
The Bookseller
'The second chapter in particular offers a crash course on facial coding and how you can successfully discern the seven core emotions...'
Esquire
'Dan Hill offers a new perspective: that emotions can be crucial to business motivation.'
Accounting Technician
'Hill's book aims to educate the reader into understanding what people are thinking, how emotions win over our reason and logic and how to unlock the power of emotions in terms of your business - harnessing the power but not becoming victim to it.'
Managing Growth


Notă biografică

Dan Hill

Descriere

For far too long, emotions have been ignored in favor of rationality and efficiency.  Breakthroughs in brain science have revealed that people are primarily emotional decision-makers.  Many companies have not yet accepted that fact, ignoring emotion in favor of rationality and efficiency.  Even fewer have acted on it.
 
Emotionomics looks at emotions in terms of business opportunities, both in the marketplace and in the workplace.  In today's highly competitive marketplace where many products look alike, a product's emotional benefit can make the difference.  Moreover, a company with an emotionally engaged workforce will undoubtedly achieve competitive advantage.
 
A revised edition that replaces the 2007 release, Dan Hill's book draws on insights gathered through facial coding, the single best viable means of measuring and managing the emotional response of customers and employees.  It shows how to leverage emotions for business success in branding, product design, advertising, sales, customer satisfaction, leadership, and employee management.
 
Emotions matter, and this book will help readers not only step closer to customers and employees, but also to step ahead of competitors.