Liliana, Maruntelu Carmen; Elena, Dumitrascu - In: Ovidius University Annals, Economic Sciences Series XII (2012) 1, pp. 1037-1040
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...