Engaging Brands - A Customer-Centric Approach for Superior Experiences (Hardcover)

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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Release date:	June 2020
First published:	2020
Authors:	Michela Addis
Dimensions:	234 x 156mm (L x W)
Format:	Hardcover
Pages:	258
ISBN-13:	978-1-138-58698-7
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Promotions
LSN:	1-138-58698-6
Barcode:	9781138586987

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