Experiential marketing : consumer behaviour, customer experience and the 7Es /: consumer behaviour, customer experience and the 7Es. (2018)

• Record Type: Book
• Further Information: Note: Wided Batat.
• Authors: Batat, Wided
• Contents: List of Figures List of Tables List of Mini-Cases List of Theory Boxes Introduction PART I: CUSTOMER EXPERIENCE MARKETING: BACK TO ORIGINS CHAPTER 1: FOUR KEY CHANGES IN CONSUMER BEHAVIOR: DIGITAL EMPOWERMENT, EMOTION, AND POSTMODERNISM Digital transformation and its impact on consumption Drivers of digital transformation Digital transformation challenges and opportunities for brands? The making of the empowered consumer What is consumer empowerment? What are the pillars of consumer empowerment? How is the empowered consumer driving new brand opportunities? The key role of emotion in the consumer brand experience Defining the notion of "consumer emotion" and its typologies The role of employees as emotional motivators Emotional branding through the Consumer Experience Postmodernism and the transition to experiential consumption From modernism to postmodernism The rise of the postmodern consumer society CHAPTER 2: THEORETICAL UNDERPINNINGS FOR CUSTOMER EXPERIENCE MARKETING: ORIGINS, CUSTOMER JOURNEY, AND EXPERIENCE TOUCHPOINTS Customer experience: from philosophy to marketing The concept of "experience": what are we talking about? What is customer experience? Theoretical underpinnings for customer experience Experience touchpoints through customer journey CHAPTER 3: A FRAMEWORK FOR CONCEPTUALIZING CUSTOMER EXPERIENCE MARKETING: DRIVERS, MARKETS, AND OUTCOMES Drivers of customer experience marketing Idiocentric drivers of customer experience Allocentric drivers of customer experience Markers of customer experience marketing Customer experience is holistic Customer experience is cumulative Customer experience is subjective and personal Customer experience is an assemblage Customer experience is contrasting Outcomes of customer experience marketing Value Transformation Competency Memorability PART II: THE NEW EXPERIENTIAL MARKETING MIX (7ES) CHAPTER 4: EXPERIENCE: EXPERIENCE TERRITORY MATRIX (ETM), STAGES, AND EXQUAL TOOL Experience Territory Matrix (ETM) Enchantment territory Re-enchantment territory Enchantment gap territory Disenchantment territory Stages of customer experience EXQUAL tool CHAPTER 5: EXCHANGE: CO-CREATION AND COLLABORTATION MARKETING Co-creation as value-in-exchange in customer experience Customers as employees From service-dominant logic to experience-dominant logic Collaborative marketing: the art of putting consumer to work CHAPTER 6: EXTENSION: EXPERIENCE CONTINUUM AND INTRA/EXTRA-DOMESTIC EXPERIENCES Experience continuum Intra- and extra-domestic experiences CHAPTER 7: EMPHASIS: BRAND CULTURE EMPHASIS AND STORYTELLING Brand culture emphasis From brand content to brand culture The theory of brand culture Storytelling Transforming a brand’s positioning into a storytelling The hero’s journey CHAPTER 8: EMPATHY CAPITAL: EMPATHY CONCEPT, EMPATHY EXPERIENCE, AND EMPATHY CAPITAL FORMATION The empathy concept What does empathy mean? Empathy: origins and evolution Empathy and areas of confusion The forms of empathy Empathy in customer experience Definition Empathy experience functioning Components of empathetic customer experience Empathy in experience marketing-mix Empathy capital formation Empathy map McLaren’s empathy model CHAPTER 9: EMOTIONAL TOUCHPOINTS: FROM TOUCHPOINTS TO EMOTIONAL TOUCHPOINTS AND EMOTIONAL TOUCHPOINTS TOOLKIT From touchpoints to emotional touchpoints Emotional touchpoints toolkit CHAPTER 10: EMIC/ETIC PROCESS: EMIC/ETIC PERSPECTIVE AND SOCIOCULTURAL CUSTOMER JOURNEY Emic and etic perspectives in experience marketing-mix Emic and etic perspectives: origins and definitions Emic and etic perspectives in consumer research Emic and etic perspectives through CCT lenses Cultural mapping of customer journey: emic/etic perspective PART iii: FUTURE CHALLENGES IN CUSTOMER EXPERIENCE DESIGN CHAPTER 11: PHYGITAL CUSTOMER EXPERIENCE: DEFINITION, CHARACTERISTICS, TYPES, AND KEY SUCCESS FACTORS What does phygital customer experience mean? Characteristics of phygital experiences Typologies of phygital experiences Connected experience Web experience Virtual and augmented reality experience Socio-digital experience Re-creative digital experience Cyborg experience Tools to design phygital experiences Web 3.0 Interactive and collaborative digital tools The flow tool Key success factors The use of virtual agents for immersion and interaction The importance of efficiency CHAPTER 12: STORYLIVING, THE FUTURE OF CUSTOMER EXPERIENCE DESIGN: FROM STORY TO ACTION AND STORYLIVING STRATEGIES From story to action Storyliving strategies ; CHAPTER 13: CUSTOMER EXPERIENCE RESEARCH METHODS: EXPERIENTIAL AND E-EXPERIENTIAL RESEARCH METHODS Experiential research methods Projective techniques Qualitative Diary Research (QDR) Ethnography Interactive and subjective personal introspection E-experiential research methods Netnography Mobile self-ethnography Conclusion References Index
• Edition: 1st
• Publisher Details: London : Routledge
• Publication Date: 2018
• Extent: 1 online resource, illustrations (black and white)
• Subjects: 658.8342; Marketing; Consumer behavior; Customer relations; Relationship marketing
• Languages: English
• ISBNs: 9781351867351; 9781351867368; 9781351867344; 9781315232201
• Related ISBNs: 9781138293151; 9781138293168
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.