| 000 -LEADER |
|---|
| fixed length control field |
06099cam a2200217 i 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| ISBN |
9781138293168 |
| 041 ## - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
English |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| Item number |
BAT |
| 100 1# - MAIN ENTRY--AUTHOR NAME |
|---|
| Author name |
Batat, Wided, |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Experiential marketing : |
| Sub Title |
consumer behaviour, customer experience and the 7Es / |
| Statement of responsibility, etc |
Wided Batat. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
London : |
| Name of publisher |
Routledge, Taylor & Francis Group, |
| Year of publication |
2019. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Number of Pages |
xxiv, 277 pages : |
| Other physical details |
illustrations (black and white); |
| Dimensions |
24 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part I. Customer experience marketing: back to origins : Four key changes in consumer behavior: digital, empowerment, emotion, and postmodernism : Digital transformation and its impact on consumption : Drivers of digital transformation; Digital transformation challenges and opportunities for brands? ; The making of the empowered consumer : What is consumer empowerment?; What are the pillars of consumer empowerment?; How is the empowered consumer driving new brand opportunities? ; The key role of emotion in the consumer brand experience : Defining the notion of "consumer emotion" and its typologies ; The role of employees as emotional motivators ; Emotional branding through the consumer experience ; Postmodernism and the transition to experiential consumption : From modernism to postmodernism; The rise of the postmodern consumer society<br/>Theoretical underpinnings for customer experience marketing: origins, customer journey, and experience touchpoints : Customer experience: from philosophy to marketing : The concept of "experience": what am I talking about; What is customer experience?; Theoretical underpinnings for customer experience ; Experience touchpoints through customer journey<br/>A framework for conceptualizing customer experience marketing: drivers, markers, and outcomes : Drivers of customer experience marketing : Idiocentric drivers of customer experience; Allocentric drivers of customer experience ; Markers of customer experience marketing : Customer experience is holistic; Customer experience is cumulative; Customer experience is subjective and personal; Customer experience is an assemblage; Customer experience is contrasting ; Outcomes of customer experience marketing : Value; Transformation; Competency; Memorability<br/>Part II. The new experiential marketing mix (7Es) : Experience: Experience Territory Matrix (ETM), stages and EXQUAL tool : Experience Territory Matrix (ETM) : Enchantment territory; Re-enchantment territory; Disenchantment territory; Enchantment-gap territory ; Stages of customer experience ; EXQUAL tool<br/>Exchange: co-creation and collaborative marketing : Co-creation as value-in-exchange in customer experience : Customers as employees; From service-dominant logic to experience-dominant logic ; Collaborative marketing: the art of putting consumers to work<br/>Extension: experience continuum and intra/extra-domestic experiences : Experience continuum; Intra- and extra-domestic experiences<br/>Emphasis: brand culture emphasis and storytelling : Brand culture emphasis : From brand content to brand culture; The theory of brand culture ; Storytelling : Transforming a brand's positioning into storytelling; The hero's journey<br/>Empathy capital: empathy concept, empathy experience, and empathy capital formation : The empathy concept : What does empathy mean?; Empathy: origins and evolution ; Empathy and areas of confusion ; The forms of empathy ; Empathy in customer experience : Definition; Empathy experience functioning; Components of empathic customer experience; Empathy in the experiential marketing mix ; Empathy capital formation : Empathy map; McLaren's empathy model<br/>Emotional touchpoints: from customer touchpoints to emotional touchpoints and emotional touchpoints toolkit : From customer touchpoints to emotional touchpoints ; Emotional touchpoints toolkit<br/>Emic/etic process: emic/etic perspective and sociocultural customer journey : Emic and etic perspectives in the experiential marketing mix : Emic and etic perspectives: origins and definitions; Emic/etic perspectives in consumer research; Emic and etic perspective through CCT lenses ; Sociocultural mapping of customer journey: emic/etic perspective<br/>Part III. Future challenges in customer experience design : Phygital customer experience: definition, characteristics, types, and key success factors : What does phygital customer experience mean? ; Characteristics of phygital experiences ; Typologies of phygital experiences : Connected experiences; Web experiences; Virtual and augmented reality experience; Socio-digital experience; Re-creative digital experience; Cyborg experience ; Tools to design phygital experiences : Web 3.0; Interactive and collaborative tools; The flow tool ; Key success factors : The use of virtual agents for immersion and interaction; The importance of efficiency<br/>Storyliving, the future of customer experience design; from story to action and storyliving strategies : From story to action; Storytliving strategies<br/>Customer experience research methods: experiential and e-experiential research methods : Experiential research methods : Projective techniques; Qualitative Diary Research (QDR); Ethnography; Interactive and subjective personal introspection ; E-experiential research methods : Netnography; Mobile self-ethnography<br/>Conclusion |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
In this this book, Wided Batat 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 concepts, 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 logic should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Subject |
Marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Subject |
Consumer behavior. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Subject |
Customer relations. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Subject |
Relationship marketing. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
