Experiential marketing : consumer behaviour, customer experience and the 7Es / Wided Batat.

Cover; Praise; Half Title; Title Page; Copyright Page; Table of Contents; List of figures; List of tables; List of mini-cases; List of theory boxes; Introduction; PART I: Customer experience marketing: back to origins; Chapter 1: Four key changes in consumer behavior: digital, empowerment, emotion, and postmodernism; Digital transformation and its impact on consumption; The making of the empowered consumer; The key role of emotion in the consumer brand experience; Postmodernism and the transition to experiential consumption

Chapter 2: Theoretical underpinnings for customer experience marketing: origins, customer journey, and experience touchpointsCustomer experience: from philosophy to marketing; Experience touchpoints through customer journey; Chapter 3: A framework for conceptualizing customer experience marketing: drivers, markers, and outcomes; Drivers of customer experience marketing; Markers of customer experience marketing; Outcomes of customer experience marketing; PART II: The new experiential marketing mix (7Es); Chapter 4: Experience: Experience Territory Matrix (ETM), stages, and EXQUAL tool

Experience Territory Matrix (ETM)Stages of customer experience; EXQUAL tool; Chapter 5: Exchange: co-creation and collaborative marketing; Co-creation as value-in-exchange in customer experience; Collaborative marketing: the art of putting consumers to work; Chapter 6: Extension: experience continuum and intra/extra-domestic experiences; Experience continuum; Intra- and extra-domestic experiences; Chapter 7: Emphasis: brand culture emphasis and storytelling; Brand culture emphasis; Storytelling; Chapter 8: Empathy capital: empathy concept, empathy experience, and empathy capital formation

The empathy conceptEmpathy and areas of confusion; The forms of empathy; Empathy in customer experience; Empathy capital formation; Chapter 9: Emotional touchpoints: from customer touchpoints to emotional touchpoints and emotional touchpoints toolkit; From customer touchpoints to emotional touchpoints; Emotional touchpoints toolkit; Chapter 10: Emic/etic process: emic/etic perspective and sociocultural customer journey; Emic and etic perspectives in the experiential marketing mix; Sociocultural mapping of customer journey: emic/etic perspective

PART III: Future challenges in customer experience designChapter 11: Phygital customer experience: definition, characteristics, types, and key success factors; What does phygital customer experience mean?; Characteristics of phygital experiences; Typologies of phygital experiences; Tools to design phygital experiences; Key success factors; Chapter 12: Storyliving, the future of customer experience design: from story to action and storyliving strategies; From story to action; Storyliving strategies

Why do some brands make us feel good, while others frustrate us? What makes us engage with certain brands, rebuy the same products, return to the same store or revisit the same destination over and over again? Is there a framework underlying how past and lived shopping experiences can affect our future experiences, our buying decisions, and our brand loyalty? In this exciting new book, Wided Batat introduces readers to the new customer experience framework and the era of the "Experiential Marketing Mix." She introduces the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process); a tool that focuses on the consumer as a starting point in marketing strategies. By using these, companies can design suitable, emotional, and profitable customer experiences in a phygital context (physical place and digital space) including both offline and online digital experiences. Batat argues that a traditional product-centric should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic. Experiential Marketing is a guide to building experiences consumers cannot forget. It will be of interest for CEOs, brand managers, marketing and communication professionals, students, and anyone eager to learn more about how to design the ultimate customer experience in a new phygital. In this book, Professor Batat combines theory and practice and gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es of the new experiential marketing mix, and the challenges for the future.

OCLC-licensed vendor bibliographic record.