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Focusing on the evolving concept of experience marketing, this book highlights its significance for both academics and practitioners. It emphasizes the importance of understanding how consumers interact with brands and the necessity of creating appealing brand experiences to stand out in a competitive market. While consumer experience research is crucial, the field is still developing, indicating a rich area for exploration and application in marketing strategies.
Nákup knihy
Experience Marketing, Bernd Schmitt
- Jazyk
- Rok vydania
- 2011
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- Titul
- Experience Marketing
- Podtitul
- Concepts, Frameworks and Consumer Insights
- Jazyk
- anglicky
- Autori
- Bernd Schmitt
- Vydavateľ
- Now Publishers Inc
- Vydavateľ
- 2011
- Väzba
- mäkká
- Počet strán
- 74
- ISBN13
- 9781601984524
- Kategórie
- Podnikanie a ekonómia
- Anotácia
- Focusing on the evolving concept of experience marketing, this book highlights its significance for both academics and practitioners. It emphasizes the importance of understanding how consumers interact with brands and the necessity of creating appealing brand experiences to stand out in a competitive market. While consumer experience research is crucial, the field is still developing, indicating a rich area for exploration and application in marketing strategies.