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Engaging Brands

- A Customer-Centric Approach for Superior Experiences

  • Format
  • Bog, hardback
  • Engelsk

Beskrivelse

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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Detaljer
  • SprogEngelsk
  • Sidetal258
  • Udgivelsesdato01-06-2020
  • ISBN139781138586987
  • Forlag Routledge
  • FormatHardback
Størrelse og vægt
  • Vægt453 g
  • coffee cup img
    10 cm
    book img
    15,6 cm
    23,4 cm

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