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Experience Marketing by Bernd Schmitt
Experience Marketing by Bernd Schmitt
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Experience Marketing

Concepts, frameworks and consumer insights
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Description

Experience Marketing examines a new and exciting concept this 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. It 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.
Release date NZ
June 30th, 2011
Author
Audience
  • Professional & Vocational
Pages
74
Dimensions
156x234x4
ISBN-13
9781601984524
Product ID
10910517

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