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Experience Marketing Concepts, Frameworks and Consumer Insights by Bernd H. Schmitt
  

Experience Marketing Concepts, Frameworks and Consumer Insights

Part of the Foundations and Trends in Marketing Series

Synopsis

Experience Marketing Concepts, Frameworks and Consumer Insights by Bernd H. Schmitt

Experience Marketing examines a new and exciting concept that is of interest to academics and marketing practitioners who have come to realize that understanding how consumers experience brands, and how to provide appealing brand experiences for them, is critical for differentiating their offerings in a competitive marketplace. Understanding consumer experiences is a core task for consumer research, but consumer and marketing research on experience is still emerging. Experience Marketing reviews and discusses experience research conducted in various disciplines and in sub-disciplines of marketing. The author begins with an exploration of the experience concept itself. What do we mean by experience ? What are consumer experiences? How are they different from other established constructs in our field? Next, this monograph reviews the key concepts of experience marketing and provides empirical research findings that shed light on consumer insights on experiences. It also examines the strategic management and marketing literature on customer experience and the practical frameworks for managing experiences. Finally, it explores an exciting emerging area of research-the interface of consumer experience and happiness.

About the Author

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Book Info

Publication date

3rd May 2011

Author

Bernd H. Schmitt

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Publisher

now publishers Inc

Format

Paperback
74 pages

Categories


ISBN

9781601984524

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