Description
Experiential Marketing
Case Studies in Customer Experience
Author: Batat Wided
Language: EnglishSubjects for Experiential Marketing:
Keywords
Le Train Bleu; experiential marketing; Multi-brand Stores; marketing; Customer Experience; brand management; Dense; branding; Digital Strategy; international business; Car Insurance; global business; Cirque Du Soleil; Customer Experience Strategies; Exceptional Customer Experience; Retail sector; Transportation Services; Reduce Ldl Cholesterol Level; Media and communication; RFID; Transportation sector; Face To Face; FMCG Brand; Mri Machine; Acela Train; Current Ceo; Federated Department Stores; Global Luxury Market; MoMA PS1; GE Business; Coca Cola Cup; Rail Passenger Service Act; FIFA Tournament; Macy’s Thanksgiving Day Parade
Publication date: 12-2020
· 17.4x24.6 cm · Hardback
Publication date: 12-2020
· 17.4x24.6 cm · Paperback
Description
/li>Contents
/li>Readership
/li>Biography
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Experiential marketing has become an indispensable tool for all types of businesses across multiple sectors. This book provides an all-encompassing, practical, and conceptual map of contemporary experiential case studies, which together offer insights into this exciting approach to customer experience.
Experiential Marketing incorporates 36 international case studies from 12 key sectors, from technology, consumer goods, and B2B to luxury, events, and tourism sectors. With a selection of case studies from leading brands, such as Coca-Cola, Nutella, Chanel, NASA, The New York Times, Pfizer, and Amtrak, the reader will learn and practice the experiential marketing tools and strategies through these examples. Expert testimonials, practical applied exercises, and the author?s online videos provide both theoretical foundations and concrete application.
This is a must-read for advanced undergraduate and postgraduate Marketing and Customer Experience students and an excellent teaching resource. It should also be of great use to practitioners ? particularly those studying for professional qualifications ? who are interested in learning experiential marketing strategies and developing knowledge about the way big brands in different sectors are designing the customer experience online and offline.
Online material includes lecture slides, a test bank of questions, an instructor?s manual, and explanatory videos.
1. Customer Experience in the Technology Sector 2. How Consumer Goods Firms are Leveraging the Customer Experience 3. The Customer Experience in the Retail Sector 4. The Customer Experience in the Food, Tourism, and Leisure Sector 5. The Customer Experience in the Luxury and Fashion Sector 6. How B2B and Consultancy Firms are Leveraging the Customer Experience 7. The Customer Experience in the Banking and Insurance Sector 8. The Customer Experience in the Media and Communication Sector 9. The Customer Experience in the Transportation Sector 10. The Customer Experience in the Healthcare Sector 11. The Customer Experience in the Arts and Culture Sector 12. The Customer Experience in the Sports, Events, and Entertainment Sector
Wided Batat is Professor of Experiential Marketing and an internationally renowned expert on customer experience and digital transformation. She is the author of Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es (Routledge, 2019) and editor of Food and Experiential Marketing: Pleasure, Wellbeing and Consumption (Routledge, 2019).