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001 9781315232201
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006 m o d
007 cr |||||||||||
008 180616t20192019enka ob 001 0 eng
040 _aOCoLC-P
_beng
_erda
_cOCoLC-P
020 _a9781315232201
_qelectronic book
020 _a1315232200
_qelectronic book
020 _a9781351867351
_qelectronic book
020 _a1351867350
_qelectronic book
020 _z9781351867344
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020 _z1351867342
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020 _a9781351867368
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020 _a1351867369
_qelectronic book
020 _z9781138293151
_qhardcover ;
_qalkaline paper
035 _a(OCoLC)1041569533
035 _a(OCoLC-P)1041569533
050 1 4 _aHF5415
_b.B375 2019
072 7 _aBUS
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072 7 _aBUS
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072 7 _aBUS
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072 7 _aBUS
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072 7 _aBUS
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072 7 _aKJS
_2bicssc
082 0 0 _a658.8/342
_223
100 1 _aBatat, Wided,
_eauthor.
245 1 0 _aExperiential marketing :
_bconsumer behaviour, customer experience and the 7Es /
_cWided Batat.
264 1 _aAbingdon, Oxon ;
_aNew York, NY :
_bRoutledge,
_c2019.
264 4 _c©2019
300 _a1 online resource (xxiv, 277 pages)
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bn
_2rdamedia
338 _aonline resource
_bnc
_2rdacarrier
505 0 _aCover; 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
505 8 _aChapter 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
505 8 _aExperience 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
505 8 _aThe 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
505 8 _aPART 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
520 _aWhy 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.
588 _aOCLC-licensed vendor bibliographic record.
650 0 _aMarketing.
650 0 _aConsumer behavior.
650 0 _aCustomer relations.
650 0 _aRelationship marketing.
650 7 _aBUSINESS & ECONOMICS / Industrial Management
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / Management
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / Management Science
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / Organizational Behavior
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / General
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / Customer Service
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / Marketing / General
_2bisacsh
856 4 0 _3Taylor & Francis
_uhttps://www.taylorfrancis.com/books/9781315232201
856 4 2 _3OCLC metadata license agreement
_uhttp://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
999 _c543978
_d543913