Engaging Brands: A Customer-Centric Approach for Superior Experiences

ISBN-13: 9781138587014 / Angielski / Miękka / 2020 / 258 str.

Michela Addis

Opis

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.

Spis treści

1. Customer Engagement: The Brand Goal  2. Customer Experience: The Heart of Branding  3. From Experiences to Loyalty by Way of Emotions  4. The Customer Journey and its Map  5. The Research Techniques for Engaging Brands  6. Integrating Customer Experience through Big Data  7. Measuring Customer Engagement and its Returns  8. From Customer Engagement to Customer Well-being

O autorze

Michela Addis is Professor of Marketing at the Università degli Studi di Roma Tre, Italy, where she teaches Business Administration and Management, Marketing Research, and Cultural Marketing.