Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es

ISBN-13: 9781138293168 / Angielski / Miękka / 2019 / 302 str.

Wided (B&C Consulting Group) Batat

Opis

Experiential Marketing and Customer Experiences provides an in-depth analysis of the customer experience and its growing effect on consumer behaviour. This book will expose the experiential approach to marketing working on the ethos that the customer is not a rational individual but in fact will make buying decisions based on subjective experiences and emotional responses. Replete with case studies throughout, including H&M, IKEA, TripAdvisor and Facebook, and with particular attention to the tourism industry, Batat and Frochot examine themes including the quality of customer experience, experience creation and management and the e-experiencescape through digital and immersive marketing. This text will be the first of its kind to focus on online experience marketing including e-merchandising and the virtual experience. Experiential Marketing and Customer Experiences will enable marketers to better understand the elements that make up the customer experience and how these translate into marketing actions. It will be of benefit to postgraduate students on Marketing, Experience Marketing and Customer Relationship Management courses.

O autorze

Wided Batat is a marketing professor and an internationally renowned expert and speaker on experiential and digital marketing specialized in the fields of retail, luxury, food, well-being, youth cultures, generation Z&Y, Millennials and post-Millennials, and tourism. She has published dozens of books in English and French, and articles in top-tier academic journals that have received several awards. Professor Batat introduced an innovative and disruptive approach to global and digital customer experience by providing a strategic framework of the customer experience offline and online and the new experiential marketing mix (7Es). Entrepreneur, Professor Batat is also a bilingual (French and English) international professional trainer and the founder of B&C Consulting Group, an innovative market research and consumer insights company specialized in global and digital customer experience design, buying behavior, and consumer trends.