tailieunhanh - Role of emotions and relationship in marketing: a case study

While the significance of emotional implements in every arena of business is vital, this paper details author’s personal experiences of the impact made by emotional experiments in creation of a loyal team and gratified customers. | Role of emotions and relationship in marketing a case study International Journal of Management IJM Volume 6 Issue 8 Aug 2015 pp. 49-56 Article ID IJM_06_08_006 Available online at http IJM JTypeIJM amp VType 6 amp IType 8 ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication _ ROLE OF EMOTIONS AND RELATIONSHIP IN MARKETING A CASE STUDY Ashutosh Kumar Senior joint President Marketing Jaypee Cements Hyderabad amp Research Scholar Amet University Kanathur Chennai India Prabhat Kumar Distinguished Scientist amp Former Chairman amp Managing Director Bharatiya NabhikiyaVidyut Nigam Limited Department of Atomic Energy Kalpakkam 603 102. Tamil Nadu. India amp Research Supervisor Amet University Kanathur Chennai 603 112. India ABSTRACT Professional corporates recognise importance of emotion as a powerful management tool for positive response from stake holders including employees business associates clients and the consumers of the company s produce. Marketing teams are occasionally bequeathed with the responsibility of winning confidence of all the stake holders to find ways to create loyalty among employees and to expand customer base transform them as gratified customers and perpetual buyers of the company s product. Proficient managers apply emotional tools among employees and the stake holders for gaining their positive sentiments. While the significance of emotional implements in every arena of business is vital this paper details author s personal experiences of the impact made by emotional experiments in creation of a loyal team and gratified customers. Key words Emotions Attachment Kindle Gratified Loyalty Brand Image Relationship. Cite this Article Ashutosh Kumar and Prabhat Kumar. Role of Emotions and Relationship in Marketing A case study. International Journal of Management 6 8 2015 pp. 49-56. http IJM JTypeIJM amp VType 6 .