Michela Addis

Engaging Brands

A Customer-Centric Approach for Superior Experiences

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Routledge / Taylor & Francis
• Seitenzahl: 278
• Erscheinungstermin: 26. Mai 2020
• Englisch
• Abmessung: 234mm x 156mm x 15mm
• Gewicht: 453g
• ISBN-13: 9781138587014
• ISBN-10: 113858701X
• Artikelnr.: 59363780

Autorenporträt

Michela Addis is Professor of Marketing at the Università degli Studi di Roma Tre, Italy, where she teaches Business Administration and Management, Marketing Research, and Cultural Marketing.

Inhaltsangabe

1. Customer Engagement: The Brand Goal 2. Customer Experience: The Heart of Branding 3. From Experiences to Loyalty by Way of Emotions 4. The Customer Journey and its Map 5. The Research Techniques for Engaging Brands 6. Integrating Customer Experience through Big Data 7. Measuring Customer Engagement and its Returns 8. From Customer Engagement to Customer Well-being

Rezensionen

"From the beginning, those of us with an interest in consumption experiences have recognized their clear relevance to the effective branding of consumer goods and services. But we have lacked clear practical guidance on this topic. Now - in her book on Engaging Brands - Michela Addis explores this theme from the perspective of a dedicated scholar who has long studied various managerially relevant aspects of experiential marketing. Her deep probing of "customer engagement" - replete with plentiful real-world examples - makes her work essential reading for academicians, students, and practitioners alike."

Morris B. Holbrook, Professor Emeritus at Columbia University, US

"I congratulate the authors for developing this book. It is pleasing to see the applications of our conceptual research with practical and highly relevant cases. This is an essential book for marketing students and practicing managers."

Rod Brodie, Professor at University of Auckland Business School, New Zealand