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Anotace knihy

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.

Parametry knihy

• Plný název: Engaging Brands
• Autor: Addis, Michela (University of Rome, Italy)
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 258
• EAN: 9781138586987
• ISBN: 1138586986
• ID: 25519811
• Nakladatelství: Taylor & Francis Ltd
• Hmotnost: 670 g
• Rozměry: 234 × 156 mm
• Datum vydání: 01. June 2020

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