Wided Batat (B & C Consulting Group)

Broschiertes Buch

Experiential Marketing

Consumer Behavior, Customer Experience and The 7Es

Beschreibung

This book combines gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process) of the new experiential marketing mix, and the challenges for the future.

Autor

Wided Batat is a marketing professor and an internationally renowned expert and speaker on experiential and digital marketing specialized in the fields of retail, luxury, food, well-being, youth cultures, generation Z&Y, Millennials and post-Millennials, and tourism. She has published dozens of books in English and French, and articles in top-tier academic journals that have received several awards. Professor Batat introduced an innovative and disruptive approach to global and digital customer experience by providing a strategic framework of the customer experience offline and online and the new experiential marketing mix (7Es). Entrepreneur, Professor Batat is also a bilingual (French and English) international professional trainer and the founder of B&C Consulting Group, an innovative market research and consumer insights company specialized in global and digital customer experience design, buying behavior, and consumer trends.

Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 304
• Erscheinungstermin: 18. Januar 2019
• Englisch
• Abmessung: 234mm x 156mm x 16mm
• Gewicht: 464g
• ISBN-13: 9781138293168
• ISBN-10: 1138293164
• Artikelnr.: 53503476