Engaging Brands: A Customer-Centric Approach for Superior Experiences

1st Edition

Michela Addis

Routledge
June 1, 2020 Forthcoming
Reference - 288 Pages - 65 B/W Illustrations
ISBN 9781138587014 - CAT# K377250

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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 them 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, this book offers a global perspective that will appeal to both advanced students and experienced marketing managers.

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