Experiential Marketing

Experiential marketing has become an indispensable tool for all types of businesses across multiple sectors. This book provides an all-encompassing, practical, and conceptual map of contemporary experiential case studies, which together offer insights into this exciting approach to customer experience.

"This volume is set to be an essential resource for any professor teaching customer experience. The book draws on the knowledge of some of the best in field and provides insights that students will return to year after year. The vast array of cases from across multiple sectors means this book will likely have a regular place on my desk, rather than my bookshelf." Ekant Veer,Professor of Marketingat the University of Canterbury, New Zealand "Professor Batat's expertise in experiential marketing is applied once more successfully to business. The focus is on specific cases but moreover on making sure that the reader is challenged with questions and the adoption of new perspectives. This book is a must-read for anyone interested in customer experience and exemplary cases in different business domains." Paula C. Peter, Professor of Marketing, San Diego State University, USA

Autorentext

Wided Batat is Professor of Experiential Marketing and an internationally renowned expert on customer experience and digital transformation. She is the author of Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es (Routledge, 2019) and editor of Food and Experiential Marketing: Pleasure, Wellbeing and Consumption (Routledge, 2019).

Inhalt

1. Customer Experience in the Technology Sector 2. How Consumer Goods Firms are Leveraging the Customer Experience 3. The Customer Experience in the Retail Sector 4. The Customer Experience in the Food, Tourism, and Leisure Sector 5. The Customer Experience in the Luxury and Fashion Sector 6. How B2B and Consultancy Firms are Leveraging the Customer Experience 7. The Customer Experience in the Banking and Insurance Sector 8. The Customer Experience in the Media and Communication Sector 9. The Customer Experience in the Transportation Sector 10. The Customer Experience in the Healthcare Sector 11. The Customer Experience in the Arts and Culture Sector 12. The Customer Experience in the Sports, Events, and Entertainment Sector