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Engaging Brands : A Customer-Centric Approach for Superior Experiences. ブランドに従事する
・ISBN 978-1-138-58698-7 hard GB£ 171.99
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・ISBN 978-1-138-58701-4 paper GB£ 42.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-429-50426-6
| 著者・編者 | Addis, Michela, |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2020 |
| ページ数 | 258 pp. |
| 言語 | ENG |
| ニュース番号 | ＜657-P2101 658-754＞ |
解説
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.