Engaging brands : a customer-centric approach for superior experiences /

Engaging brands : a customer-centric approach for superior experiences /

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Bibliographic Details
Author / Creator:	Addis, Michela, author.
Imprint:	Abingdon, Oxon ; New York, NY : Routledge, 2020. ©2020
Description:	xvii, 258 pages : illustrations (black and white) ; 24 cm
Language:	English
Subject:	Branding (Marketing) Customer relations. Consumer satisfaction. Marketing -- Management. Branding (Marketing) Consumer satisfaction. Customer relations. Marketing -- Management.
Format:	Print Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/12523972

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ISBN:	9781138586987 1138586986 9781138587014 113858701X 9780429504266 9780429996375 9780429996382 9780429996368
Notes:	Includes bibliographical references and index.
Summary:	"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"--
Other form:	Online version: Addis, Michela Engaging brands New York : Routledge, 2020 9780429504266

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Call Number:	HF5415.1255 .A333 2020
c.1	Available Loan period: standard loan Scan and Deliver Request for Pickup Need help? - Ask a Librarian