Experiential Marketing

Case Studies in Customer Experience
1. Auflage 2020
ISBN: 978-0-367-90092-2
Verlag: Routledge

Buch, Englisch, 346 Seiten, Format (B × H): 174 mm x 246 mm, Gewicht: 621 g

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.

Experiential Marketing incorporates 36 international case studies from 12 key sectors, from technology, consumer goods, and B2B to luxury, events, and tourism sectors. With a selection of case studies from leading brands, such as Coca-Cola, Nutella, Chanel, NASA, The New York Times, Pfizer, and Amtrak, the reader will learn and practice the experiential marketing tools and strategies through these examples. Expert testimonials, practical applied exercises, and the author’s online videos provide both theoretical foundations and concrete application.

This is a must-read for advanced undergraduate and postgraduate Marketing and Customer Experience students and an excellent teaching resource. It should also be of great use to practitioners – particularly those studying for professional qualifications – who are interested in learning experiential marketing strategies and developing knowledge about the way big brands in different sectors are designing the customer experience online and offline.

Online material includes lecture slides, a test bank of questions, an instructor’s manual, and explanatory videos.

Autoren/Hrsg.

Batat, Wided

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

1. Customer Experience in the Technology Sector 2. How Consumer Goods Firms are Leveraging the Customer Experience 3. The Customer Experience in the Retail Sector 4. The Customer Experience in the Food, Tourism, and Leisure Sector 5. The Customer Experience in the Luxury and Fashion Sector 6. How B2B and Consultancy Firms are Leveraging the Customer Experience 7. The Customer Experience in the Banking and Insurance Sector 8. The Customer Experience in the Media and Communication Sector 9. The Customer Experience in the Transportation Sector 10. The Customer Experience in the Healthcare Sector 11. The Customer Experience in the Arts and Culture Sector 12. The Customer Experience in the Sports, Events, and Entertainment Sector

Über Autor(innen)

Wided Batat is Professor of Experiential Marketing and an internationally renowned expert on customer experience and digital transformation. She is the author of Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es (Routledge, 2019) and editor of Food and Experiential Marketing: Pleasure, Wellbeing and Consumption (Routledge, 2019).