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Engaging Brands: A Customer-Centric Approach for Superior Experiences
Paperback
Business GeneralInvesting & FinanceMarketing
ISBN13: 9781138587014
Publisher: Routledge
Published: May 26 2020
Pages: 258
Weight: 0.87
Height: 0.58 Width: 6.14 Depth: 9.21
Language: English
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, the 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, this book offers a global perspective that will appeal to both advanced students and experienced marketing managers.
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