Experience Marketing examines a new and exciting concept that is of interest to academics and marketing practitioners who have come to realize that understanding how consumers experience brands, and how to provide appealing brand experiences for them, is critical for differentiating their offerings in a competitive marketplace. Understanding consumer experiences is a core task for consumer research, but consumer and marketing research on experience is still emerging. Experience Marketing reviews and discusses experience research conducted in various disciplines and in sub-disciplines of...
Experience Marketing examines a new and exciting concept that is of interest to academics and marketing practitioners who have come to realize that un...
Every business knows that the best customer is a happy customer. They return again and again, bring their friends and family, and deliver tons of free advertising via word of mouth and social media. But in order to grow that loyal base, you must be keenly aware of your customers' needs and preferences. Drawing on the latest research in the exploding field of positive psychology, Columbia Business School professor Bernd Schmitt offers three unique approaches any business can use to turning a casual customer into a committed fan:
- The Feel-Good Method: Use the experience of...
Every business knows that the best customer is a happy customer. They return again and again, bring their friends and family, and deliver tons of f...
Die Autoren zeigen an konkreten Fallbeispielen (Apple, Mini, O2, Red Bull, Segafredo Zanetti, SevenOne Media und VW GTI), wie fuhrende Unternehmen das Kundenerlebnis als Wettbewerbsvorteil nutzen. Sie liefern den strategischen Rahmen sowie einen 5-Stufen-Plan mit den wichtigsten Werkzeugen zur Umsetzung: Zielgruppensegmentierung und -selektion, Positionierung, Branding, Service und Innovation."
Die Autoren zeigen an konkreten Fallbeispielen (Apple, Mini, O2, Red Bull, Segafredo Zanetti, SevenOne Media und VW GTI), wie fuhrende Unternehmen das...
Why is it important to conduct research on the psychology of the Asian consumer? What research themes have already emerged? What are the relevant theories and practical applications based on this research? These are some of the questions and issues addressed in this unique book. With chapters written by experts in their field, The Psychology of the Asian Consumer highlights how consumer psychology can contribute to an understanding of Asian consumer behaviour and is especially timely in light of today's global economy and its focus on the Pacific Rim. Chapters are organised around the key...
Why is it important to conduct research on the psychology of the Asian consumer? What research themes have already emerged? What are the relevant theo...
Why is it important to conduct research on the psychology of the Asian consumer? What research themes have already emerged? What are the relevant theories and practical applications based on this research? These are some of the questions and issues addressed in this unique book. With chapters written by experts in their field, The Psychology of the Asian Consumer highlights how consumer psychology can contribute to an understanding of Asian consumer behaviour and is especially timely in light of today's global economy and its focus on the Pacific Rim. Chapters are organised around the key...
Why is it important to conduct research on the psychology of the Asian consumer? What research themes have already emerged? What are the relevant theo...
