Engaging Brands: A Customer-Centric Approach for Superior Experiences
Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of contents -- Preface -- Acknowledgements -- 1 Customer engagement: The brand goal -- Top companies for customer engagement -- Defining customer engagement -- Segmenting markets for customer engagement -- Goals -- Personalit...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Milton
Taylor & Francis Group
2020
|
| Schlagworte: | |
| Online-Zugang: | UER01 Volltext |
| Zusammenfassung: | Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of contents -- Preface -- Acknowledgements -- 1 Customer engagement: The brand goal -- Top companies for customer engagement -- Defining customer engagement -- Segmenting markets for customer engagement -- Goals -- Personality -- Nostalgia proneness -- Subjectivity -- Mood -- Positioning strategies for customer engagement -- Brand-based determinants -- Products -- Entertainment -- Communication -- Theme -- Bundling -- Context-based determinants -- Physical environment -- Virtual environment -- Social environment -- Common mistakes in customer engagement management -- 1) Adopting traditional segmentation criteria that are easy to investigate but not adequate -- 2) Creating bundles of inconsistent offering elements -- 3) Not leveraging on consumer interactions -- References -- 2 Customer experience: The heart of branding -- The Priceless platform at Mastercard -- Key benefits of engaging brands -- Designing superior customer experiences: Turning ordinary into extraordinary -- Managerial principles to design the optimal experiences -- The eight managerial principles -- Common mistakes in customer experience management -- 1) Designing a customer experience that is not consistent with global brand strategies -- 2) Designing a consumer experience unrelated to the desired brand positioning -- 3) Designing experiences without including customer emotions -- References -- 3 From experiences to loyalty by way of emotions -- When emotions set the industry: The case of Eataly -- On the road to loyalty: Building the premises -- Enriching customer experience with emotions -- Customer experiences in movie theatres -- Priceless and customer experiences -- Managing customer emotions -- Common mistakes in customer emotions management |
| Beschreibung: | Description based on publisher supplied metadata and other sources |
| Beschreibung: | 1 online resource (277 pages) |
| ISBN: | 9780429504266 |
Internformat
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Datensatz im Suchindex
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:40:07Z |
| indexdate | 2024-07-10T08:58:17Z |
| institution | BVB |
| isbn | 9780429504266 |
| language | English |
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| spelling | Addis, Michela Verfasser aut Engaging Brands A Customer-Centric Approach for Superior Experiences Milton Taylor & Francis Group 2020 1 online resource (277 pages) txt rdacontent c rdamedia cr rdacarrier Description based on publisher supplied metadata and other sources Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of contents -- Preface -- Acknowledgements -- 1 Customer engagement: The brand goal -- Top companies for customer engagement -- Defining customer engagement -- Segmenting markets for customer engagement -- Goals -- Personality -- Nostalgia proneness -- Subjectivity -- Mood -- Positioning strategies for customer engagement -- Brand-based determinants -- Products -- Entertainment -- Communication -- Theme -- Bundling -- Context-based determinants -- Physical environment -- Virtual environment -- Social environment -- Common mistakes in customer engagement management -- 1) Adopting traditional segmentation criteria that are easy to investigate but not adequate -- 2) Creating bundles of inconsistent offering elements -- 3) Not leveraging on consumer interactions -- References -- 2 Customer experience: The heart of branding -- The Priceless platform at Mastercard -- Key benefits of engaging brands -- Designing superior customer experiences: Turning ordinary into extraordinary -- Managerial principles to design the optimal experiences -- The eight managerial principles -- Common mistakes in customer experience management -- 1) Designing a customer experience that is not consistent with global brand strategies -- 2) Designing a consumer experience unrelated to the desired brand positioning -- 3) Designing experiences without including customer emotions -- References -- 3 From experiences to loyalty by way of emotions -- When emotions set the industry: The case of Eataly -- On the road to loyalty: Building the premises -- Enriching customer experience with emotions -- Customer experiences in movie theatres -- Priceless and customer experiences -- Managing customer emotions -- Common mistakes in customer emotions management Electronic books https://www.taylorfrancis.com/books/9780429504266 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Addis, Michela Engaging Brands A Customer-Centric Approach for Superior Experiences |
| title | Engaging Brands A Customer-Centric Approach for Superior Experiences |
| title_auth | Engaging Brands A Customer-Centric Approach for Superior Experiences |
| title_exact_search | Engaging Brands A Customer-Centric Approach for Superior Experiences |
| title_exact_search_txtP | Engaging Brands A Customer-Centric Approach for Superior Experiences |
| title_full | Engaging Brands A Customer-Centric Approach for Superior Experiences |
| title_fullStr | Engaging Brands A Customer-Centric Approach for Superior Experiences |
| title_full_unstemmed | Engaging Brands A Customer-Centric Approach for Superior Experiences |
| title_short | Engaging Brands |
| title_sort | engaging brands a customer centric approach for superior experiences |
| title_sub | A Customer-Centric Approach for Superior Experiences |
| url | https://www.taylorfrancis.com/books/9780429504266 |
| work_keys_str_mv | AT addismichela engagingbrandsacustomercentricapproachforsuperiorexperiences |