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Engaging Brands: A Customer-Centric Approach for Superior Experiences (in English)
Michela Addis
(Author)
·
Routledge
· Hardcover
Engaging Brands: A Customer-Centric Approach for Superior Experiences (in English) - Addis, Michela
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Synopsis "Engaging Brands: A Customer-Centric Approach for Superior Experiences (in English)"
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.
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All books in our catalog are Original.
The book is written in English.
The binding of this edition is Hardcover.
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