Defining, Measuring and Managing Consumer Experiences

This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience.

Autorentext

Annarita Sorrentino is Assistant Professor of Management at the Department of Management and Quantitative Studies of University of Naples Parthenope, Italy.

Inhalt

Introduction 1. From behaviours to experiences 2. Ecclectic approaches to measure consumers responses 3.Neuromarketing to discover the small insights 4. Managing consumer centricity 5. Customer experience management (CEM). State-of-the-art and best practices Conclusions