Memorable Customer Experiences
A Research Anthology
Experiential marketing - or memorable customer experiences - is proving a popular tool amongst businesses seeking to make an impact in a competitive world. Yet the scramble to achieve a presence among experience providers has led many companies to design and implement experiential marketing without integrating it with their overall marketing strategy. These companies often end up dissatisfying their customers rather than delighting them. This research anthology investigates different angles of experiential marketing. The 16 chapters are organised in six sections. The first section considers whether memorable customer experiences result from…
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Produktdetails
Weitere Autoren: Lindgreen, Adam (Hrsg.)
- ISBN: 978-1-317-09786-0
- EAN: 9781317097860
- Produktnummer: 24379541
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2016
- Seitenangabe: 318 S.
- Plattform: EPUB
- Masse: 4'555 KB
Über den Autor
Dr. Adam Lindgreen is Professor of Strategic Marketing at the Business School at the University of Hull. He is the author of Managing Market Relationships (2008) and co-editor of The Crisis of Food Brands: Sustaining Safe, Innovative and Competitive Food Supply (2009) and of The New Cultures of Food: Marketing Opportunities from Ethnic, Religious and Cultural Diversity (2009). Dr. Michael Beverland is Professor of Marketing with the Royal Melbourne Institute of Technology with expertise in branding and consumer behaviour. Dr. Beverland is co-author of Why Women Shop (Wiley, 2005) Dr. Joëlle Vanhamme is Associate Professor with the IESEG School of Management, Lille Catholic University'. She is co-editor of The Crisis of Food Brands: Sustaining Safe, Innovative and Competitive Food Supply (2009).
2 weitere Werke von Joëlle Vanhamme:
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