Top marketing executives and middle managers understanding and utilizing emotions when attempting to gain a competitive advantage through developing various marketing strategies may find this to be of added value when reaching their customers. To enhance the marketing executive's arsenal of weapons when waging competitive battles, this article will review some appropriate theories of emotions and then attempt to develop various advertising, merchandising and selling strategies based on these propositions. This article demonstrates ways in which marketing managers may match various marketing strategies with the various emotional states of typical customers. Also, to counter customer defense mechanisms, battlefield tactics are presented when engaging in a competitive war.
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