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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.
Produkteigenschaften
- Artikelnummer: 9781138586987
- Medium: Buch
- ISBN: 978-1-138-58698-7
- Verlag: CRC Press
- Erscheinungstermin: 01.06.2020
- Sprache(n): Englisch
- Auflage: 1. Auflage 2020
- Produktform: Gebunden
- Gewicht: 670 g
- Seiten: 276
- Format (B x H): 156 x 234 mm
- Ausgabetyp: Kein, Unbekannt
Themen
- Wirtschaftswissenschaften
- Betriebswirtschaft
- Bereichsspezifisches Management
- Kundenbeziehungsmanagement, Kundenpflege
- Wirtschaftswissenschaften
- Betriebswirtschaft
- Bereichsspezifisches Management
- Kundenbeziehungsmanagement, Kundenpflege