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Happy customers everywhere : how your business can profit from the insights of positive psychology /

by Schmitt, Bernd; Van Zutphen, Glenn.
Material type: materialTypeLabelBookPublisher: New York : Palgrave Macmillan, 2012Description: p. cm.ISBN: 9780230116450.Subject(s): Consumer behavior | Consumption (Economics) -- Psychological aspects | Consumers' preferencesOnline resources: Cover image Summary: "The best customer for any business is a happy customer. He returns again and again, brings his friends and relatives, and his loyalty becomes a marketing platform of its own. But growing a loyal base is challenging, and what works brilliantly for one company might backfire on another. Over the last ten years, however, researchers and psychologists have begun to seriously measure what triggers happiness for the first time, and in this revealing look at the commercial power of positive psychology Columbia business professor Bernd Schmitt explores how marketers and brand managers can harness customer emotion through one of three approaches: The Feel Good Method: Hook customers through the experience of pleasure and positive emotions, and let those feel-good moments transform a once-in-a-blue-moon customer to a committed loyalist. The Meaningful Method: Engage customers through core values, including family, social responsibility, or the environment to attract passionate customers to your business. The Learning and Growing Method: Help your customers achieve personal growth by making your product an indispensable part of their individual development. Schmitt shows marketers and brand managers how to determine which of these best fits their company and how to turn this insight into an authentic and successful campaign that will reach, grow, and sustain a loyal base of customers. "--
Item type Location Call number Status Date due Barcode Item holds
Book Book
Lee Yan Fong Library

Lee Yan Fong Library

Library Collection
HF5415.32 S355 2012 (Browse shelf) Available 00000866
Total holds: 0

Includes index.

"The best customer for any business is a happy customer. He returns again and again, brings his friends and relatives, and his loyalty becomes a marketing platform of its own. But growing a loyal base is challenging, and what works brilliantly for one company might backfire on another. Over the last ten years, however, researchers and psychologists have begun to seriously measure what triggers happiness for the first time, and in this revealing look at the commercial power of positive psychology Columbia business professor Bernd Schmitt explores how marketers and brand managers can harness customer emotion through one of three approaches: The Feel Good Method: Hook customers through the experience of pleasure and positive emotions, and let those feel-good moments transform a once-in-a-blue-moon customer to a committed loyalist. The Meaningful Method: Engage customers through core values, including family, social responsibility, or the environment to attract passionate customers to your business. The Learning and Growing Method: Help your customers achieve personal growth by making your product an indispensable part of their individual development. Schmitt shows marketers and brand managers how to determine which of these best fits their company and how to turn this insight into an authentic and successful campaign that will reach, grow, and sustain a loyal base of customers. "--


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