Engaging Brands: A Customer-Centric Approach for Superior Experiences

By Michela Addis

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 113858701X
• ISBN13: 9781138587014
• Release Date: May 2020
• Publisher: Routledge
• Length: 258 Pages
• Weight: 0.87 lbs.
• Dimensions: 0.6" x 6.1" x 9.2"