MARKETING OF EMOTIONS The way to achieve fidelity Customer

Abstract

This article analyzes those elements that conform marketing; and it
emphasizes the needs for involving –on the long run–, the emotional
marketing and fidelity towards clients as a basic pillar and as a
condition to understand and assist the markets in a competitive and
opportune way. Then it proposes a definition formulated by the
American Marketing Association (AMA), upon which the arguments
of the latter part of this article is based.