Memorable Customer Experiences

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2009 Hardcover New Book New and in stock. 10/1/2009. *****PLEASE NOTE: This item is shipping from an authorized seller in Europe. In the event that a return is necessary, you ... will be able to return your item within the US. To learn more about our European sellers and policies see the BookQuest FAQ section***** Read more Show Less

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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.

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Editorial Reviews

From the Publisher
Reading this book is itself a memorable experience. The editors promise that the chapters come at the topic of consumer experience from different angles, and it is clear that they do—ethnographic, experimental, structural equation modeling, theoretical, methodological, critical, and more. The chapters take both managerial and behavioral approaches to the topic of consumer experiences and cover a wide variety of experiential contexts including magazine shops, Las Vegas strip resorts, automobiles, hot chocolate, and package tours. They also introduce a rich variety of experiential elements including luxury, authenticity, scents, and surprise. Some of the best of the materials is found in the concluding section with chapters by Brown and Holbrook offering critiques of experiential marketing. Other chapters also examine what can go wrong in delivering memorable consumer experiences, such as the work by Basil and Basil on ultra-fine dining experiences. All in all, this book provides a much richer examination of consumer experiences than most of the earlier academic and managerial books on the topic.' Professor Russell W. Belk, Schulich School of Business, Canada

'The editors have assembled an impressive collection of papers on the elusive topic of experience marketing. From conceptual foundations and brands through the design and management of customer experiences, the topics covered by papers in this volume provide needed insight to any manager hoping to improve the ability of their offering's experience on customers. I heartily recommended it for both managers and academics.' Valarie A. Zeithaml, David S. Van Pelt Distinguished Professor, Kenan-Flagler Business School,University of North Carolina at Chapel Hill

'This is a very timely and important collection of papers that provides contemporary thinking on key issues of 21st century marketing in a well-structured and well-balanced format. The editors have done an excellent job in choosing contributions that offer a rich source of insights on customer experiences that meet the needs of academics and practitioners alike. They have skilfully avoided over-hyping

'experiences' and include thought-provoking critiques of experiential marketing. I would highly recommend the book. It does what good books should do—it makes you think!' Professor Steve Baron, University of Liverpool, The United Kingdom

'Overall this book is written for all people interested in brand marketing. I recommend this book to marketing professionals for not only tapping into the exciting world of successful customer experiences but also for grasping constructive hints about brand management. Academics and students may also benefit from the book either as a supplementary reading material or in class exercises.' - Yonca Aslanbay, Journal of Consumer Marketing

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Product Details

  • ISBN-13: 9780566088681
  • Publisher: Ashgate Publishing, Limited
  • Publication date: 10/1/2009
  • 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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