Engaging Brands
A Customer-Centric Approach for Superior Experiences
Michela Addis
- 258 Seiten
- English
- PDF
- Über iOS und Android verfügbar
Engaging Brands
A Customer-Centric Approach for Superior Experiences
Michela Addis
Über dieses Buch
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 itinto 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 bookoffers a global perspective that will appeal to both advanced students and experienced marketing managers.