Engaging brands: a customer-centric approach for superior experiences
"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 holist...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Abingdon, Oxon
Routledge, Taylor & Francis Group
2020
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| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "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, 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, the author offers a global perspective that will appeal to both advanced students and experienced marketing managers"-- |
| Beschreibung: | Description based on online resource; title from digital title page (viewed on June 24, 2020) |
| Beschreibung: | 1 online resource (xvii, 258 pages) illustrations |
| ISBN: | 9780429504266 0429504268 9780429996375 0429996373 9780429996368 0429996365 9780429996382 0429996381 |
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| 264 | 1 | |a Abingdon, Oxon |b Routledge, Taylor & Francis Group |c 2020 | |
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| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Customer relations | |
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| author | Addis, Michela |
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| author_sort | Addis, Michela |
| author_variant | m a ma |
| building | Verbundindex |
| bvnumber | BV047016537 |
| collection | ZDB-7-TFC |
| ctrlnum | (ZDB-7-TFC)9780429504266 (DE-599)BVBBV047016537 |
| dewey-full | 658.8/12 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/12 |
| dewey-search | 658.8/12 |
| dewey-sort | 3658.8 212 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | DE-604.BV047016537 |
| illustrated | Illustrated |
| index_date | 2024-07-03T15:58:18Z |
| indexdate | 2024-07-10T09:00:14Z |
| institution | BVB |
| isbn | 9780429504266 0429504268 9780429996375 0429996373 9780429996368 0429996365 9780429996382 0429996381 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032424073 |
| open_access_boolean | |
| physical | 1 online resource (xvii, 258 pages) illustrations |
| psigel | ZDB-7-TFC |
| publishDate | 2020 |
| publishDateSearch | 2020 |
| publishDateSort | 2020 |
| publisher | Routledge, Taylor & Francis Group |
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| spelling | Addis, Michela Verfasser aut Engaging brands a customer-centric approach for superior experiences Michela Addis Abingdon, Oxon Routledge, Taylor & Francis Group 2020 © 2020 1 online resource (xvii, 258 pages) illustrations txt rdacontent c rdamedia cr rdacarrier Description based on online resource; title from digital title page (viewed on June 24, 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, 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, the author offers a global perspective that will appeal to both advanced students and experienced marketing managers"-- Branding (Marketing) Customer relations Consumer satisfaction Marketing / Management https://www.taylorfrancis.com/books/9780429504266 Verlag URL des Erstveroeffentlichers Volltext |
| spellingShingle | Addis, Michela Engaging brands a customer-centric approach for superior experiences Branding (Marketing) Customer relations Consumer satisfaction Marketing / Management |
| 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 Michela Addis |
| title_fullStr | Engaging brands a customer-centric approach for superior experiences Michela Addis |
| title_full_unstemmed | Engaging brands a customer-centric approach for superior experiences Michela Addis |
| title_short | Engaging brands |
| title_sort | engaging brands a customer centric approach for superior experiences |
| title_sub | a customer-centric approach for superior experiences |
| topic | Branding (Marketing) Customer relations Consumer satisfaction Marketing / Management |
| topic_facet | Branding (Marketing) Customer relations Consumer satisfaction Marketing / Management |
| url | https://www.taylorfrancis.com/books/9780429504266 |
| work_keys_str_mv | AT addismichela engagingbrandsacustomercentricapproachforsuperiorexperiences |