Engaging brands : a customer-centric approach for superior experiences /
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| 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: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/12523972 |
MARC
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| 100 | 1 | |a Addis, Michela, |e author. |0 http://id.loc.gov/authorities/names/n2020000457 |1 http://viaf.org/viaf/11157882857960441561 | |
| 245 | 1 | 0 | |a Engaging brands : |b a customer-centric approach for superior experiences / |c Michela Addis. |
| 264 | 1 | |a Abingdon, Oxon ; |a New York, NY : |b Routledge, |c 2020. | |
| 264 | 4 | |c ©2020 | |
| 300 | |a xvii, 258 pages : |b illustrations (black and white) ; |c 24 cm | ||
| 336 | |a text |b txt |2 rdacontent |0 http://id.loc.gov/vocabulary/contentTypes/txt | ||
| 337 | |a unmediated |b n |2 rdamedia |0 http://id.loc.gov/vocabulary/mediaTypes/n | ||
| 338 | |a volume |b nc |2 rdacarrier |0 http://id.loc.gov/vocabulary/carriers/nc | ||
| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a "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"-- |c Provided by publisher. | ||
| 505 | 0 | |a Customer engagement: the brand goal -- Customer experience: the heart of branding -- From experiences to loyalty by way of emotions -- The customer journey and its map -- The research techniques for engaging brands -- Integrating customer experience through big data -- Measuring customer engagement and its returns -- From customer engagement to customer well-being. | |
| 650 | 0 | |a Branding (Marketing) |0 http://id.loc.gov/authorities/subjects/sh2007006470 | |
| 650 | 0 | |a Customer relations. |0 http://id.loc.gov/authorities/subjects/sh85034963 | |
| 650 | 0 | |a Consumer satisfaction. |0 http://id.loc.gov/authorities/subjects/sh85031490 | |
| 650 | 0 | |a Marketing |x Management. |0 http://id.loc.gov/authorities/subjects/sh85081339 | |
| 650 | 7 | |a Branding (Marketing) |2 fast |0 (OCoLC)fst01743755 | |
| 650 | 7 | |a Consumer satisfaction. |2 fast |0 (OCoLC)fst00876403 | |
| 650 | 7 | |a Customer relations. |2 fast |0 (OCoLC)fst00885533 | |
| 650 | 7 | |a Marketing |x Management. |2 fast |0 (OCoLC)fst01010209 | |
| 776 | 0 | 8 | |i Online version: |a Addis, Michela |t Engaging brands |d New York : Routledge, 2020 |z 9780429504266 |w (DLC) 2020000070 |
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| 928 | |t Library of Congress classification |a HF5415.1255 .A333 2020 |l JRL |c JRL-Gen |i 12174193 | ||
| 927 | |t Library of Congress classification |a HF5415.1255 .A333 2020 |l JRL |c JRL-Gen |e CONE |b 117152851 |i 10281054 | ||
