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Engaging Brands

Name: Engaging Brands
Brand: Taylor & Francis Ltd
SKU: 25519811
Price: 79944 HUF
Availability: InStock
Author: Addis
ISBN: 9781138586987

Addis

Michela (University of Rome

Italy)

Language

English

Book Hardback

Libristo code: 25519811

Publishers Taylor & Francis Ltd, June 2020

How can managers design and manage excellent customer experiences that will develop long-term relati... Full description

Libristo code: 25519811

549 b

79 944 Ft

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How can managers design and manage excellent customer experiences that will develop long-term relationships with their customers? This book addresses this key question and explores both the theory developed over the past 20 years and tools to create truly engaging brands.

Taking a broad holistic approach, this book brings together current thinking on experiential marketing, brand management, customer engagement, customer well-being and happiness, customer loyalty and emotions, the customer journey map, and big data and combines it into a practical and clear roadmap for brand managers. By integrating these modern perspectives, concepts, research techniques, and operative tools, this book provides a new perspective of marketing management to design and build engaging branding.

Using extensive examples from a variety of industries, this book offers a global perspective that will appeal to both advanced students and experienced marketing managers.