Engaging Brands: A Customer-Centric Approach for Superior Experiences

di Michela Addis (Autore)

Taylor & Francis Ltd, 2020

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.

• Autore: Michela Addis
• Editore: Taylor & Francis Ltd
• Anno: 2020
• Rilegatura: Paperback / softback
• Pagine: 258 p.
• Dimensioni: 234 x 156 mm
• Peso: 453 gr.
• EAN: 9781138587014

Testo in English