Engaging Brands
eBook - ePub

Engaging Brands

A Customer-Centric Approach for Superior Experiences

Michela Addis

  1. 258 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Engaging Brands

A Customer-Centric Approach for Superior Experiences

Michela Addis

Book details
Table of contents

About This Book

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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Table of contents

  1. Cover
  2. Half Title
  3. Title Page
  4. Copyright Page
  5. Dedication
  6. Contents
  7. Preface
  8. Acknowledgements
  9. 1 Customer engagement: The brand goal
  10. 2 Customer experience: The heart of branding
  11. 3 From experiences to loyalty by way of emotions
  12. 4 The customer journey and its map
  13. 5 The research techniques for engaging brands
  14. 6 Integrating customer experience through big data
  15. 7 Measuring customer engagement and its returns
  16. 8 From customer engagement to customer well-being
  17. Index
Citation styles for Engaging Brands

APA 6 Citation

Addis, M. (2020). Engaging Brands (1st ed.). Routledge. Retrieved from https://www.perlego.com/book/2669039 (Original work published 2020)

Chicago Citation

Addis, Michela. (2020) 2020. Engaging Brands. 1st ed. Routledge. https://www.perlego.com/book/2669039.

Harvard Citation

Addis, M. (2020) Engaging Brands. 1st edn. Routledge. Available at: https://www.perlego.com/book/2669039 (Accessed: 23 June 2024).

MLA 7 Citation

Addis, Michela. Engaging Brands. 1st ed. Routledge, 2020. Web. 23 June 2024.