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

Description: Experiential Marketing by Wided Batat Estimated delivery 3-12 business days Format Hardcover Condition Brand New Description 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. Publisher 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. Author Biography Wided Batat is a marketing professor and an internationally renowned expert and speaker on experiential and digital marketing specialized in the fields of retail, luxury, food, well-being, youth cultures, generation Z&Y, Millennials and post-Millennials, and tourism. She has published dozens of books in English and French, and articles in top-tier academic journals that have received several awards. Professor Batat introduced an innovative and disruptive approach to global and digital customer experience by providing a strategic framework of the customer experience offline and online and the new experiential marketing mix (7Es). Entrepreneur, Professor Batat is also a bilingual (French and English) international professional trainer and the founder of B&C Consulting Group, an innovative market research and consumer insights company specialized in global and digital customer experience design, buying behavior, and consumer trends. Details ISBN 1138293156 ISBN-13 9781138293151 Title Experiential Marketing Author Wided Batat Format Hardcover Year 2019 Pages 302 Publisher Taylor & Francis Ltd GE_Item_ID:124449637; About Us Grand Eagle Retail is the ideal place for all your shopping needs! With fast shipping, low prices, friendly service and over 1,000,000 in stock items - you're bound to find what you want, at a price you'll love! Shipping & Delivery Times Shipping is FREE to any address in USA. Please view eBay estimated delivery times at the top of the listing. Deliveries are made by either USPS or Courier. We are unable to deliver faster than stated. International deliveries will take 1-6 weeks. NOTE: We are unable to offer combined shipping for multiple items purchased. This is because our items are shipped from different locations. Returns If you wish to return an item, please consult our Returns Policy as below: Please contact Customer Services and request "Return Authorisation" before you send your item back to us. Unauthorised returns will not be accepted. Returns must be postmarked within 4 business days of authorisation and must be in resellable condition. Returns are shipped at the customer's risk. We cannot take responsibility for items which are lost or damaged in transit. For purchases where a shipping charge was paid, there will be no refund of the original shipping charge. Additional Questions If you have any questions please feel free to Contact Us. Categories Baby Books Electronics Fashion Games Health & Beauty Home, Garden & Pets Movies Music Sports & Outdoors Toys

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End Time: 2024-12-10T04:46:11.000Z

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