'E-marketing' (see the notion of Virtual Experience). We expect this topic to become on a par with Relationship Marketing. Already, CEM (Customer Experience Management) is challenging CRM (Customer Relationship Management). Thus, the number of Experiential Marketing courses could increase in the near future especially as one of the Advanced Marketing Courses. Comprehensive and accessibly written, this text takes an international, although predominantly European approach. Its unique contribution to this emerging subject will be invaluable to all students engaged with customer experience management, relationship marketing and brand management.…mehr
'E-marketing' (see the notion of Virtual Experience). We expect this topic to become on a par with Relationship Marketing. Already, CEM (Customer Experience Management) is challenging CRM (Customer Relationship Management). Thus, the number of Experiential Marketing courses could increase in the near future especially as one of the Advanced Marketing Courses. Comprehensive and accessibly written, this text takes an international, although predominantly European approach. Its unique contribution to this emerging subject will be invaluable to all students engaged with customer experience management, relationship marketing and brand management.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Part 1: Setting Up the Scene of the Consumer Experience 1. Consuming Experiences: An Introduction 2. Agents in Paradise: Experiential Co-Creation Through Emplacement, Ritualization and Community 3. Consumer Immersion in an Experiential Context Part 2: Customer Driven Experiences 4. I Feel Good: Who Needs the Market? - Struggling and Having Fun With Consumer-Driven Experiences 5. Consumption Experiences and Product Meaning: Pasta for Young Italian Consumers 6. The Blandness and Delights of a Daily Object Part 3: Co-Driven Experiences 7. Consumption Experience, Self-Narrative and Self-Identity: The Example of Trekking 8. The Drivers of Hedonic Consumption Experience: A Semiotic Analysis of Rock Concerts 9. Fashion as the Ultimate Experiential Object: The Case of Issey Miyake's A-POC Brand Part 4: Company Driven Experiences 10. Converging Industries through Experience: Lessons from Edutainment 11. How Value-Based Brands Create Valuable Experiences: The Case of Sports Brands 12. Reenchantment of Retailing: Towards Utopian Islands Part 5: Conclusion 13. Consuming Experiences: Retrospect and Prospects
Part 1: Setting Up the Scene of the Consumer Experience 1. Consuming Experiences: An Introduction 2. Agents in Paradise: Experiential Co-Creation Through Emplacement, Ritualization and Community 3. Consumer Immersion in an Experiential Context Part 2: Customer Driven Experiences 4. I Feel Good: Who Needs the Market? - Struggling and Having Fun With Consumer-Driven Experiences 5. Consumption Experiences and Product Meaning: Pasta for Young Italian Consumers 6. The Blandness and Delights of a Daily Object Part 3: Co-Driven Experiences 7. Consumption Experience, Self-Narrative and Self-Identity: The Example of Trekking 8. The Drivers of Hedonic Consumption Experience: A Semiotic Analysis of Rock Concerts 9. Fashion as the Ultimate Experiential Object: The Case of Issey Miyake's A-POC Brand Part 4: Company Driven Experiences 10. Converging Industries through Experience: Lessons from Edutainment 11. How Value-Based Brands Create Valuable Experiences: The Case of Sports Brands 12. Reenchantment of Retailing: Towards Utopian Islands Part 5: Conclusion 13. Consuming Experiences: Retrospect and Prospects
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