Memorable Customer Experiences by Ashgate | 9780566088681 | Hardcover | Barnes & Noble
Memorable Customer Experiences

Memorable Customer Experiences

by Ashgate
     
 

ISBN-10: 0566088681

ISBN-13: 9780566088681

Pub. Date: 10/01/2009

Publisher: Taylor & Francis

Experiential marketing changes everything!" claim the management gurus, but is it really so significant that not joining this race is dangerous? This research anthology investigates different angles of experiential marketing, providing a comprehensive collection of cutting-edge theories and research delivered by companies and experienced by customers.

Overview

Experiential marketing changes everything!" claim the management gurus, but is it really so significant that not joining this race is dangerous? This research anthology investigates different angles of experiential marketing, providing a comprehensive collection of cutting-edge theories and research delivered by companies and experienced by customers.

Product Details

ISBN-13:
9780566088681
Publisher:
Taylor & Francis
Publication date:
10/01/2009
Edition description:
1
Pages:
318
Product dimensions:
7.00(w) x 9.60(h) x 1.00(d)

Table of Contents

Introduction; Part 1 Conceptual Foundations: Experiential marketing: understanding the logic of memorable customer experiences, Clinton D. Lanier Jr and Ronald D. Hampton; Experiential marketing and brand experiences: a conceptual framework, Karsten Kilian. Part 2 Brands and Brand Communities: Tally ho, chocs away! The Morgan Motoring experiences, Michael B. Beverland; Hush, it's a secret: how Trappist breweries create and maintain images of authenticity using customer experiences, Adam Lindgreen and Michael B. Beverland; Brand communities as experience drivers: empirical research findings, Fabian von Loewenfeld and Karsten Kilian; Orchestrating the experience: authorship of the soul. The case of Mag Nation Melbourne, Michael J. Healy, Michael B. Beverland and Harmen Oppewal. Part 3 Design of Customer Experiences: Balancing act: the impact of rational and emotional designs on memorable customer experiences, Peter C. Honebein and Roy F. Cammarano; Reflections on ultra-fine dining experiences, Michael Basil and Debra Z. Basil; Co-production in memorable service encounters: three hot chocolates in Belgium, Ben Wooliscroft and Alexandra Ganglmair-Wooliscroft. Part 4 Management of Customer Experiences: Oh yeah, I remember that store! Memory, experience and value, Barry J. Babin and Adilson Borges; Managing hospitality experiences: Las Vegas style, Kathryn A. LaTour, Lewis P. Carbone and Suzie Goan; Considerations in creating memorable tour experiences, Frank M. Go and Robert Govers. Part 5 Methodological Issues: Made it more memorable? Evaluating the customer's emotional experience, Adam Finn and Luming Wang; The surprise-delight relationship revisited in the management of experience, Joëlle Vanhamme. Part 6 Critique of Experiential Marketing: Please hold, your call is important to us: some thoughts on unspeakable customer experiences, Stephen Brown; Manufacturing memorable consumption experiences from ivy and ivory: the business model, customer orientation, and distortion of academic values in the post-millennial university, Morris B. Holbrook; Index.

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