Emotional Marketing as a Strategy of Relational Marketing

Nowadays, emotional factors are important as classic functional aspects of customerpurchasing behaviour. A new concept of marketing has emerged in the marketing domain: emotional marketing. Emotional marketing is the ability to communicate powerfully through the use of different techniques that evoke emotion. There have been psychological studies on the importance of emotions in every stage of decision-making in purchasing processes. Emotions play a key role in any kind of social or business decision. The emotions are manifested in verbal, facial and textual expressions. In the paper emotional factors are outlined. They are very important for business goals.