Commentaire :

ISBN 13 : 978-0566088681

Sommaire : Contributors :
Barry J.Babin, Michael Basil, Debra Z. Basil, Michael B. Beverland, Adilson Borges, Stephen Brown, Roy F. Cammarano, Lewis P. Carbone, Adam Finn, Alexandra Ganglmair-Wooliscroft, Frank M. Go, Suzie Goan, Robert Govers, Ronald D. Hampton, Michael J. Healey, Morris B. Holbrook, Peter C. Nonebein, Karsten Kilian, Clinton D. Lanier Jr, Kathryn A. LaTour, Adam Lindgreen, Harmen Oppewal, Joëlle Vanhamme, Fabian von Loewenfeld, Lumig Wang, Ben Wooliscroft.

Contents: Introduction

Part 1 Conceptual Foundations

Chapitre 1 Experiential marketing: understanding the logic of memorable customer experiences
Chapitre 2 Experiential marketing and brand experiences: a conceptual framework

Part 2 Brands and Brand Communities

Chapitre 3 Tally ho, chocs away! The Morgan Motoring experiences
Chapitre 4 Hush, it's a secret: how Trappist breweries create and maintain images of authenticity using customer experiences
Chapitre 5 Brand communities as experience drivers: empirical research findings
Chapitre 6 Orchestrating the experience: authorship of the soul. The case of Mag Nation Melbourne

Part 3 Design of Customer Experiences

Chapitre 7 Balancing act: the impact of rational and emotional designs on memorable customer experiences
Chapitre 8 Reflections on ultra-fine dining experiences
Chapitre 9 Co-production in memorable service encounters: three hot chocolates in Belgium

Part 4 Management of Customer Experience

Chapitre 10 Oh yeah, I remember that store! Memory, experience and value
Chapitre 11 Managing hospitality experiences: Las Vegas style
Chapitre 12 Considerations in creating memorable tour experiences

Part 5 Methodological Issues

Chapitre 13 Made it more memorable? Evaluating the customer's emotional experience
Chapitre 14 The surprise-delight relationship revisited in the management of experience

Part 6 Critique of Experiential Marketing

Chapitre 15 Please hold, your call is important to us: some thoughts on unspeakable customer experiences
Chapitre 16 Manufacturing memorable consumption experiences from ivy and ivory: the business model, customer orientation, and distortion of academic values in the post-millennial university

Index.

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Etat : Présent

Professeur EDHEC : Oui

Propriétaire : Bibliothèque