Memorable customer experiences : a research anthology /
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...
| Други автори: | Lindgreen, Adam., Vanhamme, Joelle., Beverland, Michael. |
|---|---|
| Формат: | Електронна книга |
| Език: | English |
| Публикувано: |
Farnham, England ; Burlington, VT :
Gower,
℗♭2009.
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| Предмети: | |
| Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=292745 |
| Подобни документи: |
Print version::
Memorable customer experiences. |
Съдържание:
- Cover; Contents; List of Figures; List of Tables; About the Editors; About the Contributors; Introduction; Part I Conceptual Foundations; 1 Experiential Marketing: Understanding the Logic of Memorable Customer Experiences; 2 Experiential Marketing and Brand Experiences: A Conceptual Framework; Part II Brands and Brand Communities; 3 Tally Ho, Chocs Away! The Morgan Motoring Experiences; 4 Hush, It's a Secret: How Trappist Breweries Create and Maintain Images of Authenticity Using Customer Experiences; 5 Brand Communities as Experience Drivers: Empirical Research Findings.