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.
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.
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.
Inhaltsangabe
Forewords Introduction List of Figures List of Tables List of Mini Cases List of Theory Boxes 1: Four Key Changes in Consumer Behavior 2: Theoretical Underpinnings For Customer Experience Marketing 3: A Framework for Conceptualizing Customer Experience Marketing 4: Experience 5: Exchange 6: Extension 7: Emphasis 8: Empathy Capital 9: Emotional Touchpoints 10: Emic/Etic Process 11: Phygital Customer Experience 12: Storyliving the Future of Customer Experience Design 13: Customer Experience Research Methods Conclusion References Index.
Forewords Introduction List of Figures List of Tables List of Mini Cases List of Theory Boxes 1: Four Key Changes in Consumer Behavior 2: Theoretical Underpinnings For Customer Experience Marketing 3: A Framework for Conceptualizing Customer Experience Marketing 4: Experience 5: Exchange 6: Extension 7: Emphasis 8: Empathy Capital 9: Emotional Touchpoints 10: Emic/Etic Process 11: Phygital Customer Experience 12: Storyliving the Future of Customer Experience Design 13: Customer Experience Research Methods Conclusion References Index.
Rezensionen
"This volume is set to be an essential resource for any professor teaching customer experience. The book draws on the knowledge of some of the best in field and provides insights that students will return to year after year. The vast array of cases from across multiple sectors means this book will likely have a regular place on my desk, rather than my bookshelf."
Ekant Veer, Professor of Marketing at the University of Canterbury, New Zealand
"Professor Batat's expertise in experiential marketing is applied once more successfully to business. The focus is on specific cases but moreover on making sure that the reader is challenged with questions and the adoption of new perspectives. This book is a must-read for anyone interested in customer experience and exemplary cases in different business domains."
Paula C. Peter, Professor of Marketing, San Diego State University, USA
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