Memorable Customer Experiences: A Research Anthology - Vanhamme, Joelle, Professor, and Beverland, Michael B. (Editor), and Lindgreen, Adam, Professor (Editor)
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Experiential marketing - or memorable customer experiences - is proving a popular tool amongst businesses seeking to make an impact in a competitive world. Yet the scramble to achieve a presence among experience providers has led many companies to design and implement experiential marketing without integrating it with their overall marketing strategy. These companies often end up dissatisfying their customers rather than delighting them. This research anthology investigates different angles of experiential marketing. The ...

Memorable Customer Experiences: A Research Anthology 2009, Gower Publishing Ltd

ISBN-13: 9780566088681