000			07690nam a2200349Ia 4500
001			2662
008			230305s2019 xx 000 0 und d
020			_a9781138293168
043			_aen_UK
041			_aeng
245		0	_aExperiential marketing
260			_a _bRoutledge, _c2019
300			_axxiv, 277 p. : ill. ; 24 cm
500			_aconsumer behaviour, customer experience and the 7Es
505			_aPART I: CUSTOMER EXPERIENCE MARKETING: BACK TO ORIGINS _rCHAPTER 1: FOUR KEY CHANGES IN CONSUMER BEHAVIOR: DIGITAL EMPOWERMENT, EMOTION, AND POSTMODERNISM -- _rDigital transformation and its impact on consumption-- _rDrivers of digital transformation-- _rDigital transformation challenges and opportunities for brands?-- _rThe making of the empowered consumer-- _rWhat is consumer empowerment?-- _rWhat are the pillars of consumer empowerment?-- _rHow is the empowered consumer driving new brand opportunities?-- _rThe key role of emotion in the consumer brand experience-- _rDefining the notion of 'consumer emotion' and its typologies-- _rThe role of employees as emotional motivators-- _rEmotional branding through the Consumer Experience-- _rPostmodernism and the transition to experiential consumption-- _rFrom modernism to postmodernism-- _rThe rise of the postmodern consumer society-- _r-- _rCHAPTER 2: THEORETICAL UNDERPINNINGS FOR CUSTOMER EXPERIENCE MARKETING: ORIGINS, CUSTOMER JOURNEY, AND EXPERIENCE TOUCHPOINTS-- _rCustomer experience: from philosophy to marketing-- _rThe concept of 'experience': what are we talking about?-- _rWhat is customer experience?-- _rTheoretical underpinnings for customer experience-- _rExperience touchpoints through customer journey-- _r-- _rCHAPTER 3: A FRAMEWORK FOR CONCEPTUALIZING CUSTOMER EXPERIENCE MARKETING: DRIVERS, MARKETS, AND OUTCOMES-- _rDrivers of customer experience marketing-- _rIdiocentric drivers of customer experience-- _rAllocentric drivers of customer experience-- _rMarkers of customer experience marketing-- _rCustomer experience is holistic-- _rCustomer experience is cumulative-- _rCustomer experience is subjective and personal-- _rCustomer experience is an assemblage-- _rCustomer experience is contrasting-- _rOutcomes of customer experience marketing-- _rValue-- _rTransformation-- _rCompetency-- _rMemorability-- _r-- _rPART II: THE NEW EXPERIENTIAL MARKETING MIX (7ES)-- _rCHAPTER 4: EXPERIENCE: EXPERIENCE TERRITORY MATRIX (ETM), STAGES, AND EXQUAL TOOL-- _rExperience Territory Matrix (ETM)-- _rEnchantment territory-- _rRe-enchantment territory-- _rEnchantment gap territory-- _rDisenchantment territory-- _rStages of customer experience-- _rEXQUAL tool-- _r-- _rCHAPTER 5: EXCHANGE: CO-CREATION AND COLLABORTATION MARKETING-- _rCo-creation as value-in-exchange in customer experience-- _rCustomers as employees-- _rFrom service-dominant logic to experience-dominant logic-- _rCollaborative marketing: the art of putting consumer to work-- _r-- _rCHAPTER 6: EXTENSION: EXPERIENCE CONTINUUM AND INTRA/EXTRA-DOMESTIC EXPERIENCES-- _rExperience continuum-- _rIntra- and extra-domestic experiences-- _r-- _rCHAPTER 7: EMPHASIS: BRAND CULTURE EMPHASIS AND STORYTELLING-- _rBrand culture emphasis-- _rFrom brand content to brand culture-- _rThe theory of brand culture-- _rStorytelling-- _rTransforming a brand's positioning into a storytelling-- _rThe hero's journey-- _r-- _rCHAPTER 8: EMPATHY CAPITAL: EMPATHY CONCEPT, EMPATHY EXPERIENCE, AND EMPATHY CAPITAL FORMATION-- _rThe empathy concept-- _rWhat does empathy mean?-- _rEmpathy: origins and evolution-- _rEmpathy and areas of confusion-- _rThe forms of empathy-- _rEmpathy in customer experience-- _rDefinition-- _rEmpathy experience functioning-- _rComponents of empathetic customer experience-- _rEmpathy in experience marketing-mix-- _rEmpathy capital formation-- _rEmpathy map-- _rMcLaren's empathy model-- _r-- _rCHAPTER 9: EMOTIONAL TOUCHPOINTS: FROM TOUCHPOINTS TO EMOTIONAL TOUCHPOINTS AND EMOTIONAL TOUCHPOINTS TOOLKIT-- _rFrom touchpoints to emotional touchpoints-- _rEmotional touchpoints toolkit-- _r-- _rCHAPTER 10: EMIC/ETIC PROCESS: EMIC/ETIC PERSPECTIVE AND SOCIOCULTURAL CUSTOMER JOURNEY-- _rEmic and etic perspectives in experience marketing-mix-- _rEmic and etic perspectives: origins and definitions-- _rEmic and etic perspectives in consumer research-- _rEmic and etic perspectives through CCT lenses-- _rCultural mapping of customer journey: emic/etic perspective-- _r-- _rPART iii: FUTURE CHALLENGES IN CUSTOMER EXPERIENCE DESIGN-- _rCHAPTER 11: PHYGITAL CUSTOMER EXPERIENCE: DEFINITION, CHARACTERISTICS, TYPES, AND KEY SUCCESS FACTORS-- _rWhat does phygital customer experience mean?-- _rCharacteristics of phygital experiences-- _rTypologies of phygital experiences-- _rConnected experience-- _rWeb experience-- _rVirtual and augmented reality experience-- _rSocio-digital experience-- _rRe-creative digital experience-- _rCyborg experience-- _rTools to design phygital experiences-- _rWeb 3.0-- _rInteractive and collaborative digital tools-- _rThe flow tool-- _rKey success factors-- _rThe use of virtual agents for immersion and interaction-- _rThe importance of efficiency-- _r -- _rCHAPTER 12: STORYLIVING, THE FUTURE OF CUSTOMER EXPERIENCE DESIGN: FROM STORY TO ACTION AND STORYLIVING STRATEGIES-- _rFrom story to action-- _rStoryliving strategies-- _r-- _rCHAPTER 13: CUSTOMER EXPERIENCE RESEARCH METHODS: EXPERIENTIAL AND E-EXPERIENTIAL RESEARCH METHODS-- _rExperiential research methods-- _rProjective techniques-- _rQualitative Diary Research (QDR)-- _rEthnography-- _rInteractive and subjective personal introspection-- _rE-experiential research methods-- _rNetnography-- _rMobile self-ethnography-- _r--
520			_aWhy 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.
630			_aHF COMMERCE _914
650		0	_aConsumer behavior _9997
650		0	_aConsumer behavior
650		0	_aConsumer behavior
650			_aConsumer behavior
650		0	_aConsumer behavior
700			_aBatat, Wided _eAuthor _910831
902			_a490
905			_am
911			_ahttps://biblioteca.tbs-education.es/portadas/9781138293168.jpg
912			_a2019-01-01
942			_a1
953			_d2019-10-07 17:04:48
999			_c2567 _d2567
655			_aConsumer behavior -- Textbooks