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Offering a critical approach to youth marketing, this comprehensive
book provides a framework to better understand the mechanisms that
shape youth consumption cultures and behaviours. The ideas investigated
include how to advertise to digital natives, how to engage young
customers, and why digital natives adopt or reject brands.
Youth Marketing to Digital Natives introduces a youth consumption
culture perspective that captures the paradoxical and emotion-driven
behaviours of young consumers while offering insight into the impact of
social media, advertising and age segmentation. Wided Batat explores
concepts such as fun culture, youth identity fragmentation,
juxtaposition and virtual consumption, as well as examples of companies
and brands that target the youth market.
Providing the reader with new market research tools to study digital
natives, this book will be a welcome companion for students and
researchers with an interest in marketing and consumer research. This
will also be an interesting read for businesses and scholars looking to
develop their knowledge of youth consumption culture and digital
natives.
Offering a critical approach to digital marketing strategies, this
innovative book introduces the ‘phygital’, a new ecosystem that creates
a continuum between physical and digital settings to aid the design of
successful customer experiences. Combining theory with practical case
studies, it provides a timely prediction of the evolution of customer
experience and effective means of brand communication in an
increasingly phygital era.
Delineating how digital and physical experiences differ, this book
characterizes the role of digital, AI, and extended reality
technologies in creating successful and engaging phygital experiences
and the customer values they engender. Chapters identify the underlying
mechanisms for designing a compelling phygital customer experience and
how it is enhanced by digital tools, devices, immersive technologies,
chatbots, AI, and robotics. The book concludes by addressing how these
technologies can help businesses create the ultimate brand experience
in a phygital-driven context by rethinking their strategies and tools.
Providing new market research tools and frameworks to better understand
digital transformation, this book will prove vital to practitioners,
students, and marketing scholars. Advising how to design compelling
customer experiences that connect physical and digital settings, it
will also prove a valuable resource to a vast range of businesses and
consultants.
Offering a critical approach to youth marketing, this comprehensive
book provides a framework to better understand the mechanisms that
shape youth consumption cultures and behaviours. The ideas investigated
include how to advertise to digital natives, how to engage young
customers, and why digital natives adopt or reject brands.
Youth Marketing to Digital Natives introduces a youth consumption
culture perspective that captures the paradoxical and emotion-driven
behaviours of young consumers while offering insight into the impact of
social media, advertising and age segmentation. Wided Batat explores
concepts such as fun culture, youth identity fragmentation,
juxtaposition and virtual consumption, as well as examples of companies
and brands that target the youth market.
Providing the reader with new market research tools to study digital
natives, this book will be a welcome companion for students and
researchers with an interest in marketing and consumer research. This
will also be an interesting read for businesses and scholars looking to
develop their knowledge of youth consumption culture and digital
natives.
How can we design innovative food experiences that enhance food
pleasure and consumer well-being? Through a wide variety of
empirical, methodological, and theoretical contributions, which
examine the art of designing innovative food experiences, this
edited book explores the relationship between design thinking, food
experience, and food well-being. While many aspects of food
innovation are focused on products' features, in this book, design
thinking follows an experiential perspective to create a new food
innovation design logic that integrates two aspects: consumer food
well-being and the experiential pleasure of food. It integrates a
holistic perspective to understand how designing innovative food
experiences, instead of food products, can promote healthy and
pleasurable eating behaviors among consumers and help them achieve
their food well-being. Invaluable for scholars, food industry
professionals, design thinkers, students, and amateurs alike, this
book will define the field of food innovation for years to come.
Sustainability, digitalization, and artification have become the
cornerstones of a successful business model in a world rocked by
the effects of a pandemic and a climate crisis. Organizational
strategies in the art, fashion, and wine industries have to be
redesigned to reflect these changes. The circular model discussed
in this work provides guidance and a vision for systematically
moving towards social and environmental sustainability from both a
production and consumption perspective. Digitalization provides a
viable alternative to brick and mortar and helps create a hybrid
presence for brands in both real and virtual worlds. Artification
is the process of elevating an object into a work of art and
closely mirrors the aestheticization of society in a postmodern
world. While selling online is a given, creating an auratic
atmosphere to envelop and provide an unforgettable experience
requires greater levels of creativity. Each chapter focuses on
aspects of consumer culture theory, with its emphasis on identity,
lifestyle, and symbolic meaning, with the introductory chapter
paying more attention to the application of practice theory to the
study of sustainability, artification, and digitalization. The
complementarity between the practice turn and the cultural turn
promises new insights.
Offering a holistic approach to positive luxury, this comprehensive
book provides a novel framework grounded in the new paradigm of
Transformative Luxury Research (TLR) stream. TLR helps luxury
businesses and researchers develop in-depth knowledge about the
mechanisms and factors that shape the future of positive luxury
thinking and doing while promoting collective and individual
well-being outcomes, social justice, eco-friendly practices, and
sustainable growth, involving various stakeholders, communities,
and institutions across developed and developing countries. Through
a wide range of empirical, methodological, and theoretical
contributions, examining the social, environmental, organizational,
political, and cultural issues in responsible luxury marketing,
this book explores the relationship between luxury consumption,
production, and well-being outcomes. It offers a comprehensive
overview of how luxury businesses can transform their practices and
thus play an active role in promoting positive luxury within the
industry and beyond along with enhancing their competitiveness,
innovation, and profitability. The idea of well-being outcomes and
sustainable growth, as applied in the TLR agenda, calls for
synergistic theoretical and practical approaches. The content of
this book, through different exciting chapters, will generate novel
ideas to promote positive luxury business models leading luxury
firms to transform their practices by advancing the current
understanding of ethical and responsible business practices, which
contribute to individual and collective well-being within the
luxury field.
Experiential marketing has become an indispensable tool for all
types of businesses across multiple sectors. This book provides an
all-encompassing, practical, and conceptual map of contemporary
experiential case studies, which together offer insights into this
exciting approach to customer experience. Experiential Marketing
incorporates 36 international case studies from 12 key sectors,
from technology, consumer goods, and B2B to luxury, events, and
tourism sectors. With a selection of case studies from leading
brands, such as Coca-Cola, Nutella, Chanel, NASA, The New York
Times, Pfizer, and Amtrak, the reader will learn and practice the
experiential marketing tools and strategies through these examples.
Expert testimonials, practical applied exercises, and the author's
online videos provide both theoretical foundations and concrete
application. This is a must-read for advanced undergraduate and
postgraduate Marketing and Customer Experience students and an
excellent teaching resource. It should also be of great use to
practitioners - particularly those studying for professional
qualifications - who are interested in learning experiential
marketing strategies and developing knowledge about the way big
brands in different sectors are designing the customer experience
online and offline. Online material includes lecture slides, a test
bank of questions, an instructor's manual, and explanatory videos.
Experiential marketing has become an indispensable tool for all
types of businesses across multiple sectors. This book provides an
all-encompassing, practical, and conceptual map of contemporary
experiential case studies, which together offer insights into this
exciting approach to customer experience. Experiential Marketing
incorporates 36 international case studies from 12 key sectors,
from technology, consumer goods, and B2B to luxury, events, and
tourism sectors. With a selection of case studies from leading
brands, such as Coca-Cola, Nutella, Chanel, NASA, The New York
Times, Pfizer, and Amtrak, the reader will learn and practice the
experiential marketing tools and strategies through these examples.
Expert testimonials, practical applied exercises, and the author's
online videos provide both theoretical foundations and concrete
application. This is a must-read for advanced undergraduate and
postgraduate Marketing and Customer Experience students and an
excellent teaching resource. It should also be of great use to
practitioners - particularly those studying for professional
qualifications - who are interested in learning experiential
marketing strategies and developing knowledge about the way big
brands in different sectors are designing the customer experience
online and offline. Online material includes lecture slides, a test
bank of questions, an instructor's manual, and explanatory videos.
Pleasure plays a significant but often neglected role in the
creation of consumer wellbeing and the relationship between the
food consumption experience and healthy eating. This innovative
collection focusses on the experiential and hedonic aspects of food
and the sociocultural, economic, ideological, and symbolic factors
that influence how pleasure can contribute to consumer health, food
education, and individual and societal wellbeing. Food and
Experiential Marketing uses a holistic perspective to explore how
the experiential side of food pleasure may drive healthy eating
behaviors in varied food cultures. It questions: Is food pleasure
an ally or an enemy of developing and adopting healthy eating
habits? Can we design healthy offline and online food experiences
that are pleasurable? What are the features of food consumption
experiences, and how do they contribute to consumer wellbeing?
Providing an overview of experiential and cultural issues in food
marketing, this book will be invaluable for consumer behavior and
food marketing scholars, public policy professionals, and the food
industry in understanding the importance of pleasure in promoting
healthy eating behaviors.
Pleasure plays a significant but often neglected role in the
creation of consumer wellbeing and the relationship between the
food consumption experience and healthy eating. This innovative
collection focusses on the experiential and hedonic aspects of food
and the sociocultural, economic, ideological, and symbolic factors
that influence how pleasure can contribute to consumer health, food
education, and individual and societal wellbeing. Food and
Experiential Marketing uses a holistic perspective to explore how
the experiential side of food pleasure may drive healthy eating
behaviors in varied food cultures. It questions: Is food pleasure
an ally or an enemy of developing and adopting healthy eating
habits? Can we design healthy offline and online food experiences
that are pleasurable? What are the features of food consumption
experiences, and how do they contribute to consumer wellbeing?
Providing an overview of experiential and cultural issues in food
marketing, this book will be invaluable for consumer behavior and
food marketing scholars, public policy professionals, and the food
industry in understanding the importance of pleasure in promoting
healthy eating behaviors.
This professional book introduces marketing and luxury brand
professionals to a new definition of luxury and the art of
designing the ultimate luxury experience in both the physical space
(e.g., in-store, hotel, restaurant) and the digital space (e.g.,
social media, website, e-commerce). Specifically, it offers an
overview of customer experience issues and explores big five
experiential strategies that can be applied by luxury houses in
order to provide the best luxury experience to their customers.
Themes such as quality of customer luxury experience, immersion and
co-production/co-creation in luxury, creation and management,
digital and immersive marketing, and innovative market research are
also examined. How do consumers define luxury? Is there one luxury
or several "luxuries"? What kind of luxury experiences consumers
want to live? How can luxury houses design the ultimate luxury
experience? More than in any other sector, luxury consumption is a
response to a search for emotions, pleasure, uniqueness,
consideration and greatest services. The luxury consumer wants to
live luxury experiences - not just buy luxury products or services.
In this way, this book presents the luxury consumption experience
as a combination of symbolic meaning, subconscious processes and
nonverbal cues and characterized by fantasies, feelings and fun.
Featuring case studies and interviews from international luxury
sectors and brand managers such as Burberry, Dior, Porsche,
Breitling, St. Regis Hotels & Resorts, and Louis Vuitton, among
others, this book offers both a research and management perspective
on luxury experience to professionals in the luxury sector (e.g.,
CEOs, brand managers, marketing and communication professionals),
as well as marketing professors, students, and people eager to
learn more about how to design the ultimate luxury experience.
Praise for The New Luxury Experience "This book provides a holistic
perspective on marketing of luxury brands, offering both useful
practical advice as well as illustrating important cases." -- Ravi
Dhar, Director, Yale Center for Customer Insights, Yale University
"Wided Batat's book offers a fresh, insightful and comprehensive
analysis of the concept of the consumer's experience with luxury
whatever that may be. The Five experiential luxury strategies
proposed by Wided highlight that luxury management should go above
and beyond the design and branding of luxury goods and services. I
also commend the consideration given to the younger generations'
approach to luxury and to corporate social responsibility aspects.
Luxury marketers should find this book very useful indeed." --
Francesca Dall'Olmo Riley, Professor of Brand Management, Kingston
Business School, UK
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.
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.
The fashion and luxury industries have been well-established for
centuries, but the new disruptive digital environment is causing
these industries to rethink their business case and adapt their
brand offerings for consumers and experiences both online and
offline, mixing physical place and digital space: phygital. This
exciting new text, the first on this timely subject, written by an
expert author explores the current malaise and offers ways forward
through a mixture of research and practice-led examples.
How can we design innovative food experiences that enhance food
pleasure and consumer well-being? Through a wide variety of
empirical, methodological, and theoretical contributions, which
examine the art of designing innovative food experiences, this
edited book explores the relationship between design thinking, food
experience, and food well-being. While many aspects of food
innovation are focused on products' features, in this book, design
thinking follows an experiential perspective to create a new food
innovation design logic that integrates two aspects: consumer food
well-being and the experiential pleasure of food. It integrates a
holistic perspective to understand how designing innovative food
experiences, instead of food products, can promote healthy and
pleasurable eating behaviors among consumers and help them achieve
their food well-being. Invaluable for scholars, food industry
professionals, design thinkers, students, and amateurs alike, this
book will define the field of food innovation for years to come.
The fashion and luxury industries have been well-established for
centuries, but the new disruptive digital environment is causing
these industries to rethink their business case and adapt their
brand offerings for consumers and experiences both online and
offline, mixing physical place and digital space: phygital. This
exciting new text, the first on this timely subject, written by an
expert author explores the current malaise and offers ways forward
through a mixture of research and practice-led examples.
The originality of this text lies in its combination of a wide
range of knowledge, theory and best practice that has so far been
widely distributed across a range of sources. Drawing all this
together allows the authors to offer a much needed multifaceted but
carefully integrated overview of managing and promoting the tourist
experience. For students and practitioners alike it will make clear
both in theory and in practice: • What really lies at the heart
of the customer experience; • How to manage and improve service
provision; • How to influence the customer experience; • Key
examples illustrating real world success. The topic of
‘experience’ is becoming central to a proper and full
understanding of consumer behaviour and the book covers the key
sectors where it is a critical factor- from resort management and
tourist information to destination marketing. International in
scope and applicability it backs up the theory throughout with
relevant case materials, questions and exercises. Written by
experienced educators it is ideal for upper level students in
tourism marketing and tourism management, and important for all
practitioners and managers who also need to understand the
principles and practice of experiential and tourism marketing,
tourist behaviour, service quality and customer experience.
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