Engaging Brands: A Customer-Centric Approach for Superior Experiences

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Synopsis
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.
Copyright:
2020

Book Details

Book Quality:
Publisher Quality
Book Size:
258 Pages
ISBN-13:
9780429996375
Related ISBNs:
9781138587014, 9781138586987, 9780429504266
Publisher:
Taylor and Francis
Date of Addition:
Copyrighted By:
Michela Addis
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Computers and Internet, Business and Finance, Sociology
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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