Experiential marketing: consumer behavior, customer experience and the 7es
Auteur :
Batat, Wided
Éditeur :
Taylor & Francis Ltd
ISBN :
9781138293151
Date de publication :
22 janv. 2019
Dimensions :
23,4 x 15,6 cm
Poids :
720 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book combines gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process) of the new experiential marketing mix, and the challenges for the future.