Engaging Brands: A Customer-Centric Approach for Superior Experiences

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. |9780429504266, 1138586986|0429504268, 9781138587014, 113858701X.

Book Details

• Author: Michela Addis
• Publisher: Routledge
• eBook ISBN: 9780429996382, 0429996381
• Print ISBN: 9781138586987, 1138586986