TY  - JOUR
AB  - 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.
VL  - 10
IS  - 2
SN  - 1059-5422
DO  - 10.1108/eb046407
UR  - https://doi.org/10.1108/eb046407
AU  - Taylor Ronald K.
PY  - 2000
Y1  - 2000/01/01
TI  - MARKETING STRATEGIES: GAINING A COMPETITIVE ADVANTAGE THROUGH THE USE OF EMOTION
T2  - Competitiveness Review: An International Business Journal
PB  - MCB UP Ltd
SP  - 146
EP  - 152
Y2  - 2024/04/25
ER  -