Screen LibraryExperiential marketing : consumer behaviour, customer experience and the 7Es /
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, em...
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| Main Authors: | |
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| Published: |
Routledge, Taylor & Francis Group
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| Publisher Address: | London : |
| Publication Dates: | 2019. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Summary: |
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 |
| Carrier Form: | xxiv, 277 pages : illustrations, forms ; 24 cm |
| Bibliography: | Includes bibliographical references (pages [259]-272) and index. |
| ISBN: |
9781138293151 (hardback) : 1138293156 (hardback) |
| Index Number: | HF5415 |
| CLC: | F713.50 |
| Call Number: | F713.50/B328 |
| Contents: | pt. I. Customer experience marketing: back to origins -- pt. II. The new experiential marketing mix (7Es) -- pt. III. Future challenges in customer experience design. |