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Book Cover
Author Alessandri, Alice

Title Engaging the Heart in Business A Revolutionary Market Approach Based on Love
Published Milton : Taylor & Francis Group, 2020
Online access available from:
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Description 1 online resource (195 p.)
Series Giving Voice to Values Ser
Giving Voice to Values Ser
Contents Cover -- Half Title -- Series Information -- Title Page -- Copyright Page -- Dedication -- Table of contents -- Foreword -- Preface -- Acknowledgments -- Introduction -- Who this book is for -- How this book can help you, and how to use it -- What is the link between business ethics and engaging one's heart? -- How the book is organized -- The structure of the chapters -- Notes -- 1 The context -- Abstract -- Love is in the air: signs that change is underway -- The origins of love in economics -- Where there is love there can be no fear -- Notes
2 Reference models for Engaging the Heart in Business -- Abstract -- From theories to facts: the Giving Voice to Values approach -- Plurality and interdependence: stakeholder theory -- Measuring evolution: Maslow's hierarchy of needs -- The love code: a path to happiness -- Notes -- 3 Engaging the heart in business -- Abstract -- Love as a choice: the Loving Business Model -- At the roots of Engaging the Heart in Business: the pillars of the operational model -- Yourself: brand -- Context and the stakeholders -- Work team -- Objectives and mission -- Offer system -- Competitor -- Customer
Case study: journeying along uncharted routes -- Motivations and purposes: decide the destination -- Mission and vision: together towards something greater -- Happiness and sustainability: the success you cannot buy -- Survival vs prosperity -- Conclusion of the case study: traveling to your destination -- Notes -- 6 Love who you do it for: Who your customers are and what you can do for them -- Abstract -- Case study: falling in love with the "wrong" customer -- Marketing and the reciprocal appeal -- From target to fellow human being: a new method for getting to know your customers
Customer journey -- From marketing mix to love mix -- The love mix -- Product -- Price -- Place -- Promotion -- People -- Process -- Physical environment -- Spread the love: the phases of the marketing plan -- Notes -- 4 Love yourself: Branding and identity -- Abstract -- Case study: identity crisis -- Engaging your soul in your business -- Traditional tools for innovative results: SWOT analysis -- The company as a living being: aligning the levels -- Conclusion of the case study: a new collective identity -- Notes -- 5 Love why you do it: Having clear and shareable goals -- Abstract
Motivations meet mission: when love is triggered -- Conclusion of the case study: from "I'll buy it" to "I love you" -- Notes -- 7 Love what you do: The offer system and the creation of value -- Abstract -- Case study: the challenge of standing out in a uniform world -- The offer system: "what is essential is not always visible" -- Structuring the offer system: giving form to your value -- Maslow's hierarchy of needs, -- Physiological needs -- Safety needs -- Needs of belonging -- Needs for esteem -- Needs of self-actualization
Notes Description based upon print version of record
The price as indicator of value: finding your place in the market's heart
Form Electronic book
Author Aleo, Alberto
ISBN 042987913X