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Experiential Marketing
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Table of 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

About the Author

Wided Batat is a marketing professor and an internationally renowned expert and speaker on experiential and digital marketing specialized in the fields of retail, luxury, food, well-being, youth cultures, generation Z&Y, Millennials and post-Millennials, and tourism. She has published dozens of books in English and French, and articles in top-tier academic journals that have received several awards. Professor Batat introduced an innovative and disruptive approach to global and digital customer experience by providing a strategic framework of the customer experience offline and online and the new experiential marketing mix (7Es). Entrepreneur, Professor Batat is also a bilingual (French and English) international professional trainer and the founder of B&C Consulting Group, an innovative market research and consumer insights company specialized in global and digital customer experience design, buying behavior, and consumer trends.

Reviews

"There is a much-needed introduction and review of ways in which the consumption experience carries profound implications for marketing practice. I especially appreciate the book's development of the experiential marketing mix and its scholarly grounding in an insightfully elaborated formulation of the essential experiential concepts via case examples and reviews of the relevant literature (including a timely awareness of the emerging physical-&-digital or 'phygital' consumption context)." -- Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business Columbia University "It's very clear that in today's Experience Economy marketing must change. The old ways of thinking, while good for its time, no longer cut it. It is therefore great to see Wided Batat's new book take on the 7Ps of the old marketing mix and replace them with the 7Es, each one focused on thinking experientially. All marketers should read this book and then change their approach to generating demand that fits in with a time when experiences have become the predominant economic offering." -- B. Joseph Pine II, co-author, The Experience Economy

"Definitely one of the most powerful treatments of the subject to date. A book full of wisdom. Anyone who is serious about customer experience will find it indispensable. Wided Batat's book is an incredibly valuable resource for anyone seeking to navigate the complexities of the customer experience." -- Markus Giesler, Director, Big Design Lab, York University "As both a journalist and a consumer, I find it difficult to keep up with the many changes taking place in the business world and specifically in marketing. I appreciate that Wided Batat has decided to explore those changes head on in her new book Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es. So much of what we hear about these days is 'experience over product,' so the timing couldn't be better for a book on this topic. I look forward to adding it to my reference collection for future stories." -- Elizabeth Garone, Journalist, The Wall Street Journal and BBC Capital "Nice structure. The content is certainly relevant for the digital age. The overall concepts seem right and seem to be useful for managers." -- Bernd Schmitt, Author, Customer Experience Management

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