Experiential Marketing (el. knyga) (skaityta knyga) | Wided Batat | knygos.lt

Aprašymas

Experiential Marketing and Customer Experiences provides an in-depth analysis of the customer experience and its growing effect on consumer behaviour. This book will expose the experiential approach to marketing working on the ethos that the customer is not a rational individual but in fact will make buying decisions based on subjective experiences and emotional responses.

Replete with case studies throughout, including H&M, IKEA, TripAdvisor and Facebook, and with particular attention to the tourism industry, Batat and Frochot examine themes including the quality of customer experience, experience creation and management and the e-experiencescape through digital and immersive marketing. This text will be the first of its kind to focus on online experience marketing including e-merchandising and the virtual experience.

Experiential Marketing and Customer Experiences will enable marketers to better understand the elements that make up the customer experience and how these translate into marketing actions. It will be of benefit to postgraduate students on Marketing, Experience Marketing and Customer Relationship Management courses.