EMOTI-COMS: A MARKETING GUIDE TO COMMUNICATING THROUGH EMOTIONS
Book ID/图书代码： 05930011B44076
English Summary/英文概要： Marketing is broken. Everyday, consumers are bombarded with thousands of commercial messages, and they have become increasingly adept at screening out or instantly forgetting them. The advertising quest for eyeballs is floundering and research and developments in technology suggest that reaching people will only get increasingly difficult with time.
Meanwhile, exciting breakthroughs in neuroscience and psychology have given us greater insights into human emotions than ever before. And important findings suggest that marketing communication – and consumers – can benefit from this.
Companies that change their promotional efforts to focus on emotional engagement with their would-be customers can convey values and benefits more accurately, be more persuasive, gain better memorisation, have their marketing go viral with greater speed, and ensure they get the best possible returns from product placement and celebrity endorsement.
A share of heart, not a split-second of attention, must now be the goal of all marketers.
Emoti-coms is the revolutionary guide to this new approach. Lucidly covering the theoretical groundwork and introducing actionable ideas, hints and tips for your own emotion-based campaigns, it also addresses the ethical dimension of thisa new and powerful way of getting your message out to the world.
A fascinating and provocative read for all marketing and communications professionals.
Chinese Summary/中文概要： 市场交易受到了破坏。每一天，消费者受到上千封商业信息的轮番轰炸，他们在审查商品上越来越老练，也可以马上就忘记。吸引眼球的广告错乱不堪，研究与技术发展建议，随着时间的推移，深入人心会变得越来越困难。
同时，在神经科学和心理学领域激动人心的突破，使我们洞察到比以往更多的人类情绪。重要的研究结果表明，市场营销沟通和消费者可以从中受益。
公司已经改变了他们的推广方式，重点在用情感打动他们的潜在客户，传达更准确的价值和效益，更加有说服力，获得更好的印象，以更快的速度获取市场，并确保他们从商品定位和明星代言中获得最佳回报。
分享真情，而不是只是为了引起关注，这才是目前所有营销人员的目标。
《情感公司》是一本引向这一新方法的革命指南。清晰地涵盖了理论基础，并引进了可实践的理念，为你以情感作为基础的营销提出暗示和建议，同时针对把你的信息传达给全世界的这一强有力的新方法作出了说明。(兼职翻译-PXD)
Awards/获奖情况：
About the Author/作者介绍： Xavier Quattrocchi-Oubradous是艺术家出身的投资银行家，后转向媒体企业家。他多年练习大提琴，却未继承家人衣钵，毕业于巴黎IX-Dauphine大学的管理的专业，Sciences-Po Paris的政治专业。他的商业生涯开始于银行东方汇理银行融资和GE工业项目。随后，他成立了一系列的市场营销事务和沟通企业，目前任首席执行官QobliQ，一个向跨国集团提供数码科技，赞助，企业社会责任，社会媒体和体验式营销服务。
Charles Bal目前刚刚在巴黎的Paris-1 Pantheon Sorbonne大学（法国）以及阿德莱德大学（澳大利亚）赞助说服过程情感的作用的实验。他已经在欧洲和亚太地区的营销会公布了自己的成果，并在一些国际评论上发表了他的作品。
Xavier Quattrocchi-Oubradous is an artist-turned investment banker-turned media entrepreneur. After many years of cello practice trying unsuccessfully to emulate his family roots, he graduated in management at Paris IX-Dauphine University and in political sciences at Sciences-Po Paris. His business career started by financing industrial projects at investment banks Calyon and GE. He then launched a series of businesses in the marketing and communication industry and is now CEO of QobliQ, a multinational Group offering digital, sponsorship, CSR, social media and experiential marketing services.
Charles Bal is currently completing a PhD examining the role played by emotions in the sponsorship persuasion process, at the University of Paris-1 Pantheon Sorbonne (France) and Adelaide (Australia). He has already presented his results at marketing conferences in Europe and Asia-Pacific, and has published his work in several international reviews.
Format:电子手稿
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
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