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When business gets emotional

Emotion plays a part in everything consumers do. But in B2B, it has played an increasingly more important role over the past decade – more than most marketers, researchers, and brand managers are willing to admit or measure. Some of their...

Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence
Authors: John Perls, Robert Passikoff
June 15, 2014
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Citation

Perls and Passikoff (2014a, June 15). When business gets emotional. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/when-business-gets-emotional