Overview
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.
- | Author: Michela Addis
- | Publisher: Routledge
- | Publication Date: May 28, 2020
- | Number of Pages: 276 pages
- | Language: English
- | Binding: Paperback
- | ISBN-10: 113858701X
- | ISBN-13: 9781138587014
