BOOK REVIEW: Scott Robinette, Claire Brand & Vicki Lenz (2000). Emotion Marketing: The Hallmark Way of Winning Customers for Life. McGraw- Hill publications. ISBN-10:0071364145, ISBN-13:978-0071364140. 247 pages, price – 21.49 $

Publication Date : 01/01/2019


Author(s) :

REVIEWED BY: NAMRATHA S. , PATRICK, A.


Volume/Issue :
Volume 4
,
Issue 1
(01 - 2019)



Abstract :

Scott Robinette was President of Hallmark loyalty marketing group and has dedicated his loyal services by creating customer relationship through emotion-based communication. He is presently a Chief operating officer at Jury Sync. Claire Brand was General Manager at Hallmark and rendered his services by developing customer’s database and loyalty initiatives. Vicki Lenz is Writer, Consultant and speaker on Marketing, Leadership and Business. The joint authors of Emotion Marketing: The hallmark way to winning customers for life, enlighten the crucial role of emotions in marketing. The book focused upon emotions, one of core key elements in marketing strategy to build strong transactional connection between the parties. They highly recount on loyalty maintained, Building of Customer Relationship and proper emotional communication made by hallmark to win its customers for life. The authors considered Hallmark and other companies’ cases for presenting the various different emotion marketing strategies to be implemented or adopted for gaining the long run customers.


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