MARKETING STRATEGIES: GAINING A COMPETITIVE ADVANTAGE THROUGH THE USE OF EMOTION

Competitiveness Review

ISSN: 1059-5422

Publication date: 1 February 2000

Abstract

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.

Citation

Taylor, R. (2000), "MARKETING STRATEGIES: GAINING A COMPETITIVE ADVANTAGE THROUGH THE USE OF EMOTION", Competitiveness Review, Vol. 10 No. 2, pp. 146-152. https://doi.org/10.1108/eb046407

Download as .RIS

Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.