Description: How can managers design and manage excellent customer experiences that will develop long-term relationships with their customers? This book addresses this key question and explores both the theory developed over the past 20 years and tools to create truly engaging brands. Taking a broad holistic approach, this book brings together current thinking on experiential marketing, brand management, customer engagement, customer well-being and happiness, customer loyalty and emotions, the customer journey map, and big data and combines it into a practical and clear roadmap for brand managers. By integrating these modern perspectives, concepts, research techniques, and operative tools, this book provides a new perspective of marketing management to design and build engaging branding. Using extensive examples from a variety of industries, this book offers a global perspective that will appeal to both advanced students and experienced marketing managers.
Price: 175 USD
Location: Gloucester
End Time: 2024-11-05T01:35:29.000Z
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EAN: 9781138586987
UPC: 9781138586987
ISBN: 9781138586987
MPN: N/A
Book Title: Engaging Brands: A Customer-Centric Approach for S
Item Height: 2.69 cm
Item Weight: 0.45 kg
Number of Pages: 276 Pages
Language: English
Publication Name: Engaging Brands : a Customer-Centric Approach for Superior Experiences
Publisher: Taylor & Francis Group
Publication Year: 2020
Subject: Consumer Behavior, Customer Relations, E-Commerce / Internet Marketing, Marketing / Research
Type: Textbook
Subject Area: Business & Economics
Item Length: 9.2 in
Author: Michela Addis
Item Width: 6.2 in
Format: Hardcover
