Role of Emotion and Behaviour in Marketing

For several decades, marketers have been tirelessly searching for a highly coveted but apparently elusive prize: Customer Satisfaction. The problem is they have been pursuing the wrong goal. Regardless of how high a company’s customer satisfaction levels may appear to be, satisfying customers without creating an emotional connection with them has no real value. In today’s scenario a new light on what actually required for a truly connected and valuable is customer relationship. Emotional Marketing being the new paradigm for connecting to customers presents a deep resonance with the consumer needs and leaves a long-lasting impression leading to loyalty. This paper explores the effectiveness of Emotional Marketing and winning the customers for life through this approach