Wided Batat

Experiential Marketing (eBook, ePUB)

Case Studies in Customer Experience

• Format: ePub

Produktbeschreibung

Experiential marketing has become an indispensable tool for all types of businesses across multiple sectors. This book provides an all-encompassing, practical, and conceptual map of contemporary experiential case studies, which together offer insights into this exciting approach to customer experience.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 346
• Erscheinungstermin: 27. Dezember 2020
• Englisch
• ISBN-13: 9781000297973
• Artikelnr.: 60671128

Autorenporträt

Wided Batat is Professor of Experiential Marketing and an internationally renowned expert on customer experience and digital transformation. She is the author of Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es (Routledge, 2019) and editor of Food and Experiential Marketing: Pleasure, Wellbeing and Consumption (Routledge, 2019).

Inhaltsangabe

Forewords
Introduction
List of Figures
List of Tables
List of Mini Cases
List of Theory Boxes
1: Four Key Changes in Consumer Behavior
2: Theoretical Underpinnings For Customer Experience Marketing
3: A Framework for Conceptualizing Customer Experience Marketing
4: Experience
5: Exchange
6: Extension
7: Emphasis
8: Empathy Capital
9: Emotional Touchpoints
10: Emic/Etic Process
11: Phygital Customer Experience
12: Storyliving
the Future of Customer Experience Design
13: Customer Experience Research Methods
Conclusion
References
Index.