Описание: Designed as a tool to benefit future research in disciplines such as management, marketing, consumer behaviour, gastronomy, and civil aviation. Chapters cover subject areas such as tourism and tourist experience, theme park experience, digital transformation and customer relationship experience in tourism and airline and airport experience.
Описание: Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns. In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides: SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent; FEEL cases on Hallmark, Campbell's Soup, and Haagen Dazs Cafes in Asia, Europe, and the United States; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens; ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living; RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra. Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as "Objective: To Dream," "Send in the Iconoclasts," and "Quit the Bull," to show how traditional marketing firms can transform themselves into experience-oriented organizations. This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.
Автор: Hanover Daniel, Smith Kerry Название: Experiential Marketing ISBN: 1119145872 ISBN-13(EAN): 9781119145875 Издательство: Wiley Рейтинг: Цена: 3643.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago.
Автор: Holly Barry, Pio Fenton, Rose Leahy Название: Experiential Marketing: Integrated Theory & Strategic Application ISBN: 1529742196 ISBN-13(EAN): 9781529742190 Издательство: Sage Publications Рейтинг: Цена: 24235.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: An essential guide to understanding how experiential marketing forms a major part of marketing communications for brands featuring an implementation model to help students in designing their own campaigns.
Автор: Batat Название: Experiential Marketing ISBN: 1138293156 ISBN-13(EAN): 9781138293151 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book combines gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process) of the new experiential marketing mix, and the challenges for the future.
Автор: Batat, Wided Название: Experiential Marketing ISBN: 0367900912 ISBN-13(EAN): 9780367900915 Издательство: Taylor&Francis Рейтинг: Цена: 25265.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Experiential marketing has become an indispensable tool for all types of businesses across multiple sectors. This book provides an all-encompassing, practical, and conceptual map of contemporary experiential case studies, which together offer insights into this exciting approach to customer experience.
Автор: Leahy, Rose Fenton, Pio Barry, Holly Название: Experiential marketing ISBN: 1529742188 ISBN-13(EAN): 9781529742183 Издательство: Sage Publications Рейтинг: Цена: 6334.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: An essential guide to understanding how experiential marketing forms a major part of marketing communications for brands featuring an implementation model to help students in designing their own campaigns.
Автор: Batat Название: Experiential Marketing ISBN: 1138293164 ISBN-13(EAN): 9781138293168 Издательство: Taylor&Francis Рейтинг: Цена: 7501.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book combines gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process) of the new experiential marketing mix, and the challenges for the future.
Автор: Batat, Wided Название: Experiential Marketing ISBN: 0367900920 ISBN-13(EAN): 9780367900922 Издательство: Taylor&Francis Рейтинг: Цена: 7195.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Experiential marketing has become an indispensable tool for all types of businesses across multiple sectors. This book provides an all-encompassing, practical, and conceptual map of contemporary experiential case studies, which together offer insights into this exciting approach to customer experience.
Описание: Provides reviews of various marketing research areas in China. This book features empirical (both qualitative and quantitative) studies that investigate marketing issues with conceptual significance and managerial importance. It is suitable for those who are interested in contemporary China`s markets, marketing research and marketing practices.
Автор: Mahoney L. Meghan Название: Strategic Social Media Marketing To Soci ISBN: 1118556844 ISBN-13(EAN): 9781118556849 Издательство: Wiley Рейтинг: Цена: 6170.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals.
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