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Engaging Brands

Engaging Brands


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About the Book

How can managers design and manage excellent customer experiences that will develop long-term relationships with their customers? This book addresses this key question and explores both the theory developed over the past 20 years and tools to create truly engaging brands.

Taking a broad holistic approach, this book brings together current thinking on experiential marketing, brand management, customer engagement, customer well-being and happiness, customer loyalty and emotions, the customer journey map, and big data and combines it into a practical and clear roadmap for brand managers. By integrating these modern perspectives, concepts, research techniques, and operative tools, this book provides a new perspective of marketing management to design and build engaging branding.

Using extensive examples from a variety of industries, this book offers a global perspective that will appeal to both advanced students and experienced marketing managers.


About the Author:

Michela Addis is Professor of Marketing at the Università degli Studi di Roma Tre, Italy, where she teaches Business Administration and Management, Marketing Research, and Cultural Marketing.


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Product Details
  • ISBN-13: 9781138586987
  • Publisher: Taylor and Francis
  • Publisher Imprint: Routledge
  • Height: 233 mm
  • No of Pages: 258
  • Spine Width: 0 mm
  • Weight: 503 gr
  • ISBN-10: 1138586986
  • Publisher Date: 28 May 2020
  • Binding: Hardback
  • Language: English
  • Returnable: N
  • Sub Title: A Customer-Centric Approach for Superior Experiences
  • Width: 156 mm


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