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...