| Engaging Brands: A Customer-Centric Approach for Superior Experiences Contributor(s): Addis, Michela (Author) |
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ISBN: 1138586986 ISBN-13: 9781138586987 Publisher: Routledge OUR PRICE: $171.00 Product Type: Hardcover - Other Formats Published: June 2020 |
| Additional Information |
| BISAC Categories: - Business & Economics | Customer Relations - Business & Economics | Marketing - Research - Business & Economics | Consumer Behavior - General |
| Dewey: 658.812 |
| LCCN: 2020000069 |
| Physical Information: 258 pages |
| Descriptions, Reviews, Etc. |
| Publisher 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. |