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Engaging Brands
A Customer-Centric Approach for Superior Experiences
Michela Addis
- 258 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Engaging Brands
A Customer-Centric Approach for Superior Experiences
Michela Addis
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.
Frequently asked questions
Table of contents
- Cover
- Half Title
- Title Page
- Copyright Page
- Dedication
- Contents
- Preface
- Acknowledgements
- 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
- Index