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دانلود کتاب Experiential Marketing; Case Studies in Customer Experience

دانلود کتاب بازاریابی تجربی؛ مطالعات موردی در تجربه مشتری

Experiential Marketing; Case Studies in Customer Experience

مشخصات کتاب

Experiential Marketing; Case Studies in Customer Experience

ویرایش: [1 ed.] 
نویسندگان:   
سری:  
ISBN (شابک) : 2020033993, 2020033994 
ناشر: Routledge 
سال نشر: 2021 
تعداد صفحات: 346
[347] 
زبان: English 
فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود) 
حجم فایل: 27 Mb 

قیمت کتاب (تومان) : 33,000



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توجه داشته باشید کتاب بازاریابی تجربی؛ مطالعات موردی در تجربه مشتری نسخه زبان اصلی می باشد و کتاب ترجمه شده به فارسی نمی باشد. وبسایت اینترنشنال لایبرری ارائه دهنده کتاب های زبان اصلی می باشد و هیچ گونه کتاب ترجمه شده یا نوشته شده به فارسی را ارائه نمی دهد.


توضیحاتی در مورد کتاب بازاریابی تجربی؛ مطالعات موردی در تجربه مشتری

بازاریابی تجربی به ابزاری ضروری برای همه انواع مشاغل در بخش های مختلف تبدیل شده است. این کتاب نقشه‌ای جامع، عملی و مفهومی از مطالعات موردی تجربی معاصر را ارائه می‌کند که در کنار هم بینش‌هایی را درباره این رویکرد هیجان‌انگیز برای تجربه مشتری ارائه می‌دهد. بازاریابی تجربی 36 مطالعه موردی بین‌المللی را از 12 بخش کلیدی، از فناوری، کالاهای مصرفی، و B2B گرفته تا بخش‌های لوکس، رویدادها و گردشگری را شامل می‌شود. با مجموعه‌ای از مطالعات موردی از برندهای پیشرو، مانند کوکاکولا، نوتلا، شانل، ناسا، نیویورک تایمز، فایزر و آمتراک، خواننده از طریق این مثال‌ها ابزارها و استراتژی‌های بازاریابی تجربی را یاد می‌گیرد و تمرین می‌کند. توصیه‌های متخصص، تمرین‌های کاربردی کاربردی، و ویدئوهای آنلاین نویسنده، هم مبانی نظری و هم کاربرد واقعی را ارائه می‌کنند. این برای دانشجویان پیشرفته بازاریابی و تجربه مشتری در مقطع کارشناسی و کارشناسی ارشد و یک منبع آموزشی عالی است که باید بخوانید. همچنین باید برای شاغلین - به ویژه آنهایی که برای مدارک حرفه‌ای تحصیل می‌کنند - که علاقه‌مند به یادگیری استراتژی‌های بازاریابی تجربی و توسعه دانش در مورد روشی که برندهای بزرگ در بخش‌های مختلف تجربه مشتری را به صورت آنلاین و آفلاین طراحی می‌کنند، مفید باشد. مطالب آنلاین شامل اسلایدهای سخنرانی، بانک تست سوالات، کتابچه راهنمای مربی و فیلم های توضیحی است.


توضیحاتی درمورد کتاب به خارجی

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. Experiential Marketing incorporates 36 international case studies from 12 key sectors, from technology, consumer goods, and B2B to luxury, events, and tourism sectors. With a selection of case studies from leading brands, such as Coca-Cola, Nutella, Chanel, NASA, The New York Times, Pfizer, and Amtrak, the reader will learn and practice the experiential marketing tools and strategies through these examples. Expert testimonials, practical applied exercises, and the author’s online videos provide both theoretical foundations and concrete application. This is a must-read for advanced undergraduate and postgraduate Marketing and Customer Experience students and an excellent teaching resource. It should also be of great use to practitioners – particularly those studying for professional qualifications – who are interested in learning experiential marketing strategies and developing knowledge about the way big brands in different sectors are designing the customer experience online and offline. Online material includes lecture slides, a test bank of questions, an instructor’s manual, and explanatory videos.



فهرست مطالب

Cover
Half Title
Endorsement
Title Page
Copyright Page
Table of contents
Illustrations
Perspectives on the sector
About the author
Preface
1 Customer experience in the technology sector
	Learning outcomes
	Company case 1: The GAFA – how the Big Four digital firms are leveraging digital and data to enhance the customer experience
		Google
			How did it all start? The story behind Google’s successful marketing strategy
			Google’s quest for a relevant digital experience to  drive revenue
				Google’s consumer-centricity and Internet user experience touchpoints
				Leveraging technology and data to offer the perfect online search  experience
			Google’s challenges in the future: what’s next?
		Apple
			How did it all start? The story behind Apple and its successful marketing strategy
			Apple’s customer experience guidelines
				Apple’s consumer-centricity and customer experience touchpoints
				Leveraging technology and data to offer a relevant customer experience
			Apple’s challenges in the future: what’s next?
		Facebook
			How did it all start? Facebook’s story and successful marketing strategy
			The social media experience according to Facebook
				Facebook’s consumer-centricity and user experience touchpoints
				Leveraging technology and data to offer a relevant social media experience
			Facebook’s challenges in the future: what’s next?
		Amazon
			How did it all start? The story behind Amazon’s successful marketing strategy
			What can companies learn from Amazon’s customer  experience strategy?
				Amazon’s consumer-centricity and user experience touchpoints
				Leveraging technology and data to offer a perfect digital retail experience
			Amazon’s challenges in the future: what’s next?
		Questions for discussion
	Company case 2: How did Netflix create the new TV experience?
		How did it all start? The story behind Netflix’s successful marketing strategy
		Netflix’s pursuit of the ultimate customer experience: a transformation of the online streaming landscape
			Netflix’s consumer-centricity and customer experience touchpoints
			Leveraging digital technology to offer the perfect Netflix experience
		Netflix’s challenges in the future: what’s next?
		Questions for discussion
	Company case 3: An inside look at Uber’s customer experience
		How did it all start? The story behind Uber’s successful marketing strategy
		Uber’s pursuit of the ultimate customer experience:  a disruption of the transportation sector
			Uber’s consumer-centricity and ride-sharing experience touchpoints
			Leveraging digital technology to offer the perfect ride-sharing experience
		Uber’s challenges in the future: what’s next?
		Questions for discussion
	Author’s perspective on experiential marketing
		Online video “Introducing concepts & tools”
2 How consumer goods firms are leveraging the customer experience
	Learning outcomes
	Company case 4: Coca-Cola and its new experience-led marketing strategy
		How did it all start? Coca-Cola’s success story and marketing strategy
		How is Coca-Cola designing the ultimate brand experience?
			Coca-Cola consumer-centricity and consumer experience touchpoints
			Leveraging technology and digital to offer an emotional customer experience
		Coca-Cola’s challenges in the future: what’s next?
	Questions for discussion
	Company case 5: Nutella, the great delight experience
		How did it all start? Nutella’s inspiring story and marketing strategy
		How does Nutella elevate the customer experience and journey?
			Nutella’s consumer-centricity and customer experience touchpoints
			Leveraging technology and digital to offer the ultimate taste experience
		Nutella’s challenges in the future: what’s next?
		Questions for discussion
	Company case 6: Milka, the art of the Swiss chocolate experience
		How did it all start? Milka’s story and marketing strategy
		How does Milka elevate the customer experience and journey?
			Milka’s consumer-centricity and customer experience touchpoints
			Leveraging technology and digital to offer the ultimate chocolate experience
		Milka’s challenges in the future: what’s next?
		Questions for discussion
	Author’s perspective on experiential marketing
		Online video “Introducing concepts & tools”
3 The customer experience in the retail sector
	Learning outcomes
	Company case 7: How has Macy’s reinvented the shopping experience?
		How did it all start? Macy’s effective marketing strategy
		How is Macy’s mapping the shopper experience and journey?
			Macy’s consumer-centricity and customer experience touchpoints
			Leveraging technology and omnichannel data to offer the complete retail experience
		Macy’s challenges in the future: what’s next?
		Questions for discussion
	Company case 8: Walmart’s top priority: focus on the customer experience and digitized shopping
		How did it all start? Tips from Walmart’s marketing strategy
		How is Walmart transforming the retail experience?
			Walmart’s consumer-centricity and retail experience touchpoints
			Leveraging digital technology to offer a fluid customer experience
		Walmart’s challenges in the future: what’s next?
		Questions for discussion
	Company case 9: How is Ikea advancing the experience of its customers?
		How did it all start? The story behind Ikea’s successful marketing strategy
		Ikea’s customer experience: what did Ikea get right?
			Ikea’s consumer-centricity and customer experience touchpoints
			Leveraging digital technology to offer a relevant retail experience
		Ikea’s challenges in the future: what’s next?
		Questions for discussion
	Author’s perspective on experiential marketing
		Online video “Introducing concepts & tools”
4 The customer experience in the food, tourism, and leisure sector
	Learning outcomes
	Company case 10: Disneyland, the fairytale experience
		How did it all start? Walt Disney’s successful marketing strategy
		How does Disneyland redefine the attraction park  experience?
			Disneyland’s consumer-centricity and customer experience touchpoints
			Leveraging technology and data to offer a “magical” experience
		Disneyland’s challenges in the future: what’s next?
		Questions for discussion
	Company case 11: Airbnb’s customer experience is revolutionizing the hospitality industry
		How did it all start? Tips from Airbnb’s marketing strategy
		How does Airbnb redefine the hospitality industry by putting the customer and his/her hotel experience at the center ...
			Airbnb’s consumer-centricity and guest experience touchpoints
			How does Airbnb leverage technologies and data to offer the ultimate  experience?
		Airbnb’s challenges in the future: what’s next?
		Questions for discussion
	Company case 12: How is McDonald’s improving the customer’s fast-food experience both online and offline?
		How did it all start? The story behind McDonald’s successful marketing strategy
		How does McDonald’s redefine the restaurant and fast-food experience and transform dining-out experiences?
			McDonald’s consumer-centricity and customer experience touchpoints
			McDonald’s use of technology and data to offer the ultimate online and  offline customer experience
		McDonald’s challenges in the future: what’s next?
		Questions for discussion
	Author’s perspective on experiential marketing
		Online video “Introducing concepts & tools”
5 The customer experience in the  luxury and fashion sector
	Learning outcomes
	Company case 13: How does Chanel create the ultimate luxury experience?
		How did it all start? Chanel’s fairytale story and successful marketing strategy
		How does Chanel offer a unique luxury experience?
			Chanel’s consumer-centricity and customer experience touchpoints
			Leveraging technology and omnichannel data to offer an emotional luxury retail experience
		Chanel’s challenges in the future: what’s next?
		Questions for discussion
	Company case 14: Nike’s focus on digitized shopping as an integral part of its customer experience
		How did it all start? Tips from Nike’s marketing strategy
		How is Nike’s elevating the phygital retail and sports experience?
			Nike’s consumer-centricity and retail experience touchpoints
			Leveraging digital technology to offer the perfect sports experience
		Nike’s challenges in the future: what’s next?
		Questions for discussion
	Company case 15: How is Estée Lauder advancing the beauty experience?
		How did it all start? The story behind Estée Lauder’s marketing strategy
		The cosmetics experience: what did Estée Lauder get right?
			Estée Lauder’s consumer-centricity and customer experience touchpoints
			Leveraging digital technology to offer a relevant cosmetics experience
		Estée Lauder’s challenges in the future: what’s next?
		Questions for discussion
	Author’s perspective on experiential marketing
		Online video “Introducing concepts & tools”
6 How B2B and consultancy firms are leveraging the customer experience
	Learning outcomes
	Company case 16: General Electric and its new experience-led strategy
		How did it all start? General Electric’s success story and marketing strategy
		How is General Electric transforming the B2B customer experience?
			General Electric’s B2B consumer-centricity and touchpoints
			Leveraging technology and digital to offer a great B2B customer experience
		General Electric’s challenges in the future: what’s next?
		Questions for discussion
	Company case 17: Accenture, the great consultancy experience
		How did it all start? Accenture’s story and strategy
		How does Accenture elevate the B2B customer experience and the client journey?
			Accenture’s customer-centricity and B2B experience touchpoints
			Leveraging technology and digital to offer the ultimate B2B experience
		Accenture’s challenges in the future: what’s next?
		Questions for discussion
	Company case 18: NASA, the art of the space experience
		How did it all start? NASA’s story and marketing strategy
		How does NASA elevate the customer experience and journey?
			NASA’s consumer-centricity and customer experience touchpoints
			Leveraging technology and digital to offer the ultimate space experience
		NASA’s challenges in the future: what’s next?
		Questions for discussion
	Author’s perspective on experiential marketing
		Online video “Introducing concepts & tools”
7 The customer experience in the banking and insurance sector
	Learning outcomes
	Company case 19: How is Geico improving the insurance experience?
		How did it all start? The story and the marketing strategy of Geico
		Geico’s quest for a relevant customer experience to drive revenue
			Geico’s consumer-centricity and customer experience touchpoints
			Leveraging technology and data to offer the perfect insurance experience
		Geico’s challenges in the future: what’s next?
		Questions for discussion
	Company case 20: How is Wells Fargo transforming the customer experience?
		How did it all start? The story behind Wells Fargo and its marketing strategy
		Wells Fargo’s pursuit of the ultimate customer experience
			Wells Fargo’s consumer-centricity and customer experience touchpoints
			Leveraging digital technology to offer the perfect customer experience
		Wells Fargo’s challenges in the future: what’s next?
		Questions for discussion
	Company case 21: An inside look at Bank of America’s customer experience
		How did it all start? The story behind Bank of America and its marketing strategy
		Bank of America’s focus on the customer experience
			Bank of America’s consumer-centricity and customer experience touchpoints
			Leveraging technology and data to offer the perfect online and offline banking experience
		Bank of America’s challenges in the future: what’s next?
		Questions for discussion
	Author’s perspective on experiential marketing
		Online video “Introducing concepts & tools”
8 The customer experience in the media and communication sector
	Learning outcomes
	Company case 22: The New York Times, a new press experience
		How did it all start? The New York Times’ story and strategy
		How does The New York Times offer an immersive reading experience?
			The New York Times’ consumer-centricity and reader experience touchpoints
			Leveraging technology and data to offer a unique press experience
		The New York Times’ challenges in the future: what’s next?
		Questions for discussion
	Company case 23: CNN transforms the media experience
		How did it all start? The story and strategy of CNN
		How is CNN transforming the media experience?
			CNN’s consumer-centricity and viewer experience touchpoints
			Leveraging digital technology and data to offer the ultimate news and  media experience
		CNN’s challenges in the future: what’s next?
		Questions for discussion
	Company case 24: Net-a-Porter offering the new magazine experience
		How did it all start? The story behind Net-a-Porter’s marketing strategy
		The magazine experience: what did Net-a-Porter get right?
			Net-a-Porter’s consumer-centricity and customer experience touchpoints
			Leveraging digital technology and data to offer a perfect magazine experience
		Net-a-Porter’s challenges in the future: what’s next?
		Questions for discussion
	Author’s perspective on experiential marketing
		Online video “Introducing concepts & tools”
9 The customer experience in the transportation sector
	Learning outcomes
	Company case 25: Amtrak, a new rail train experience
		How did it all start? Amtrak’s success story and strategy
		How is Amtrak designing the ultimate rail train experience?
			Amtrak’s consumer-centricity and passenger experience touchpoints
			Leveraging technology and digital to offer the perfect train experience
		Amtrak’s challenges in the future: what’s next?
		Questions for discussion
	Company case 26: How is American Airlines elevating the flight experience?
		How did it all start? American Airlines’ story and marketing strategy
		How does American Airlines improve the customer experience and journey?
			American Airlines’ consumer-centricity and customer experience touchpoints
			Leveraging technology to offer the ultimate flight experience
		American Airlines’ challenges in the future: what’s next?
		Questions for discussion
	Company case 27: Newark, the airport experience
		How did it all start? Newark’s story and strategy
		How does Newark Airport elevate the customer experience and consumer journey?
			Newark’s consumer-centricity and customer experience touchpoints
			Leveraging technology and digital to offer the ultimate airport experience
		Newark Airport’s challenges in the future: what’s next?
		Questions for discussion
	Author’s perspective on experiential marketing
		Online video: “Introducing concepts & tools”
10 The customer experience in the healthcare sector
	Learning outcomes
	Company case 28: Pfizer, customer experience as innovation
		How did it all start? Pfizer’s beginnings
			How does Pfizer leverage the customer experience to improve its revenues?
			Pfizer’s consumer-centricity and customer experience touchpoints
			Leveraging technology and data to improve the customer experience
		Pfizer’s challenges in the future: what’s next?
		Questions for discussion
	Company case 29: How Circle Medical Group of California is bringing experience to the healthcare industry
		How did it all start? The story and strategy of the Circle Medical Group of California
		How does the Circle Medical Group of California redefine healthcare and the patient’s experience?
			Circle Medical’s consumer-centricity and patient experience touchpoints
			Leveraging technologies and data to offer the ultimate patient experience
		Circle Medical Group of California’s challenges in the future: what’s next?
		Questions for discussion
	Company case 30: Essilor, the sight experience
		How did it all start? The story behind the rise of Essilor and its global strategy
		How does Essilor elevate the customer experience?
			Essilor’s consumer-centricity and customer experience touchpoints
			How Essilor uses technology and data to offer the ultimate experience  both offline and online
		Essilor’s challenges in the future: what’s next?
		Questions for discussion
	Author’s perspective on experiential marketing
		Online video: “Introducing concepts & tools”
11 The customer experience in the arts and culture sector
	Learning outcomes
	Company case 31: How the Museum of Modern Art defined its customer experience to improve the visitor’s journey
		How did it all start? The story of MoMA’s successful marketing strategy
		MoMA’s quest for the ultimate art experience to drive revenue
			MoMA’s consumer-centricity and visitor experience touchpoints
				Learning touchpoints
				Service and use touchpoints
				Buying touchpoints
			Leveraging technology and data to offer the perfect museum visitor experience
		MoMA’s challenges in the future: what’s next?
		Questions for discussion
	Company case 32: How the Metropolitan Opera could attract new audiences by improving its customer experience
		How did it all start? The story behind the Met’s successful marketing strategy
		The Met’s pursuit of the ultimate customer experience
			The Met’s consumer-centricity and customer experience touchpoints
			Leveraging digital technology to offer the perfect Met Opera’s experience
		The Met’s challenges in the future: what’s next?
		Questions for discussion
	Company case 33: An inside look at Broadway’s immersive show experience
		How did it all start? The story behind Broadway’s successful strategy
		How is Broadway elevating the customer experience?
			Broadway’s consumer-centricity and audience experience touchpoints
			Leveraging digital technology to offer the perfect show experience
		Broadway’s challenges in the future: what’s next?
		Questions for discussion
	Author’s perspective on experiential marketing
		Online video: “Introducing concepts & tools”
12 The customer experience in the sports, events, and entertainment sector
	Learning outcomes
	Company case 34: Cirque du Soleil, the ultimate entertainment experience
		How did it all start? Cirque du Soleil’s successful strategy
		How does Cirque du Soleil redefine the circus and  entertainment experience?
			Cirque du Soleil’s consumer-centricity and audience experience touchpoints
			Leveraging digital technology to offer the ultimate experience
		Cirque du Soleil’s challenges in the future: what’s next?
		Questions for discussion
	Company case 35: How Red Bull’s sporting events are transforming the event sector by focusing on the customer experience
		How did it all start? Tips from Red Bull Events Sports’   marketing strategy
		How do Red Bull’s sporting events redefine the event industry by placing the customer at the center of its strategy?
			Red Bull’s consumer-centricity and customer experience touchpoints
			How does Red Bull leverage technology and data to offer the ultimate customer experience?
		Red Bull’s challenges in the future: what’s next?
		Questions for discussion
	Company case 36: The Super Bowl offers the ultimate sports experience
		How did it all start? The story behind the Super Bowl’s successful strategy
		How does the Super Bowl redefine the sports experience?
			The Super Bowl’s consumer-centricity and customer experience touchpoints
			Leveraging technology and data to offer the perfect online and offline  sports experience
		The Super Bowl’s challenges in the future: what’s next?
		Questions for discussion
	Author’s perspective on experiential marketing
		Online video: “Introducing concepts & tools”
Index




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