9781138293168-1138293164-Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es

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

ISBN-13: 9781138293168
ISBN-10: 1138293164
Edition: 1
Author: Batat, Wided
Publication date: 2019
Publisher: Routledge
Format: Paperback 302 pages
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Book details

ISBN-13: 9781138293168
ISBN-10: 1138293164
Edition: 1
Author: Batat, Wided
Publication date: 2019
Publisher: Routledge
Format: Paperback 302 pages

Summary

Acknowledged authors Batat, Wided wrote Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es comprising 302 pages back in 2019. Textbook and eTextbook are published under ISBN 1138293164 and 9781138293168. Since then Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es textbook was available to sell back to BooksRun online for the top buyback price or rent at the marketplace.

Description

Why do some brands make us feel good, while others frustrate us? What makes us engage with certain brands, rebuy the same products, return to the same store or revisit the same destination over and over again? Is there a framework underlying how past and lived shopping experiences can affect our future experiences, our buying decisions, and our brand loyalty?

In this exciting new book, Wided Batat introduces readers to the new customer experience framework and the era of the "Experiential Marketing Mix." She introduces the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process); a tool that focuses on the consumer as a starting point in marketing strategies. By using these, companies can design suitable, emotional, and profitable customer experiences in a phygital context (physical place and digital space) including both offline and online digital experiences. Batat argues that a traditional product-centric should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic.

Experiential Marketing is a guide to building experiences consumers cannot forget. It will be of interest for CEOs, brand managers, marketing and communication professionals, students, and anyone eager to learn more about how to design the ultimate customer experience in a new phygital. In this book, Professor Batat combines theory and practice and gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es of the new experiential marketing mix, and the challenges for the future.

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