Janelle Barlow and Dianna Maul go a step beyond most consultants (those who write business books to drum up customers). Instead, they offer a wealth of scholarly research and sources in their in-depth, colorfully written book, which successfully tackles the enormous role that emotions play in business and customer behavior. They explain and document it, and provide practical applications. getAbstract recommends this important book to all business people, whether they offer a product or a service, from CEOs through every level of staff.
In this summary, you will learn
- What emotional value is;
- How feelings drive customer purchases; and
- How emotional gestures can boost customer loyalty.
About the Authors
Janelle Barlow is the author of the best-selling A Complaint is a Gift, and is president and owner of TMI, USA, a partner with the Danish-based multinational training and consultant group. Her clients include Hewlett-Packard, Chevron, Genetech, Avon, and many others. Diana Maul is vice president of marketing and senior consultant for TMI, USA. She was formerly with Horizon Airlines. Her TMI clients include AT&T, Northern States Power, United Jewish Appeal, and many others.