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Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es de Wided Batat

Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es

Autor Wided Batat
en Limba Engleză Hardback – 22 ian 2019

Prin parcurgerea lucrării Experiential Marketing, cititorul va dobândi capacitatea de a proiecta și implementa strategii de brand memorabile, capabile să transforme simplul act de achiziție într-o experiență emoțională profitabilă. Putem afirma că Wided Batat oferă aici un instrumentar complet pentru navigarea în noul context „phygital” – acea fuziune între spațiul fizic și cel digital care definește comerțul modern. Considerăm că forța acestui volum rezidă în depășirea marketingului tradițional centrat pe produs în favoarea cadrului celor 7E, o metodologie proprie care pune accent pe empatie, schimb de valori și puncte de contact emoționale.

Subliniem faptul că, dacă Memorable Customer Experiences de Joëlle Vanhamme v-a oferit cadrul teoretic și v-a avertizat asupra riscurilor unor strategii neintegrate, Experiential Marketing oferă instrumentele practice necesare pentru execuție. Cartea este organizată riguros în 12 capitole tematice, demonstrând versatilitatea logicii experiențiale în sectoare variate, de la industria luxului și sectorul bancar, până la sănătate, transporturi și arte. Această acoperire vastă indică o progresie logică: de la înțelegerea originilor acestui tip de marketing, la aplicarea mixului experiențial în contexte specifice de piață.

În contextul operei sale, Wided Batat continuă și rafinează temele explorate în Digital Luxury sau The Rise of Positive Luxury. Dacă lucrările anterioare se concentrau pe nișa înaltă a produselor de lux și sustenabilitate, volumul de față democratizează aceste concepte, aplicându-le la întreaga sferă a comportamentului consumatorului. Este o lucrare de referință care îmbină rigoarea academică (destinată nivelului postgraduate) cu necesitățile pragmatice ale unui manager de brand sau CEO.

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Specificații

ISBN-13: 9781138293151
ISBN-10: 1138293156
Pagini: 302
Ilustrații: 38 Line drawings, black and white; 4 Halftones, black and white; 21 Tables, black and white; 42 Illustrations, black and white
Dimensiuni: 156 x 234 x 18 mm
Greutate: 0.72 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate

De ce să citești această carte

Recomandăm această carte profesioniștilor care doresc să treacă de la vânzarea de produse la crearea de loialitate prin emoție. Cititorul câștigă acces la modelul celor 7E, un ghid pas cu pas pentru a construi experiențe de neuitat în orice domeniu, de la retail la servicii financiare. Este resursa ideală pentru a înțelege cum să armonizați prezența online cu interacțiunea fizică pentru a răspunde nevoilor noului consumator digital.

Despre autor

Wided Batat este profesor universitar și expert internațional recunoscut în comportamentul consumatorului și marketing experiențial. Cu o vastă experiență în cercetare și consultanță, ea a publicat lucrări fundamentale precum The New Luxury Experience și Design Thinking for Food Well-Being. Abordarea sa este inovatoare prin introducerea conceptului de „phygital” și prin accentul pus pe latura umană și emoțională a consumului. Batat colaborează frecvent cu branduri globale pentru a implementa strategii de marketing ce vizează bunăstarea consumatorului și sustenabilitatea modelelor de afaceri, fiind o voce influentă în redefinirea luxului modern și a economiei experiențiale.

Descriere scurtă

Why do some brands make us feel good, while others frustrate us? What makes us engage with certain brands, rebuy the same products, return to the same store or revisit the same destination over and over again? Is there a framework underlying how past and lived shopping experiences can affect our future experiences, our buying decisions, and our brand loyalty?
In this exciting new book, Wided Batat introduces readers to the new customer experience framework and the era of the "Experiential Marketing Mix." She introduces the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process); a tool that focuses on the consumer as a starting point in marketing strategies. By using these, companies can design suitable, emotional, and profitable customer experiences in a phygital context (physical place and digital space) including both offline and online digital experiences. Batat argues that a traditional product-centric should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic.
Experiential Marketing is a guide to building experiences consumers cannot forget. It will be of interest for CEOs, brand managers, marketing and communication professionals, students, and anyone eager to learn more about how to design the ultimate customer experience in a new phygital. In this book, Professor Batat combines theory and practice and gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es of the new experiential marketing mix, and the challenges for the future.

Cuprins

Forewords, Introduction, List of Figures, List of Tables, List of Mini Cases, List of Theory Boxes, 1: Four Key Changes in Consumer Behavior, 2: Theoretical Underpinnings For Customer Experience Marketing, 3: A Framework for Conceptualizing Customer Experience Marketing, 4: Experience, 5: Exchange, 6: Extension, 7: Emphasis, 8: Empathy Capital, 9: Emotional Touchpoints, 10: Emic/Etic Process, 11: Phygital Customer Experience, 12: Storyliving, the Future of Customer Experience Design, 13: Customer Experience Research Methods, Conclusion, References, Index.
 
 
 
 

Notă biografică

Wided Batat is a marketing professor and an internationally renowned expert and speaker on experiential and digital marketing specialized in the fields of retail, luxury, food, well-being, youth cultures, generation Z&Y, Millennials and post-Millennials, and tourism. She has published dozens of books in English and French, and articles in top-tier academic journals that have received several awards. Professor Batat introduced an innovative and disruptive approach to global and digital customer experience by providing a strategic framework of the customer experience offline and online and the new experiential marketing mix (7Es). Entrepreneur, Professor Batat is also a bilingual (French and English) international professional trainer and the founder of B&C Consulting Group, an innovative market research and consumer insights company specialized in global and digital customer experience design, buying behavior, and consumer trends.

Recenzii

"There is a much-needed introduction and review of ways in which the consumption experience carries profound implications for marketing practice. I especially appreciate the book's development of the experiential marketing mix and its scholarly grounding in an insightfully elaborated formulation of the essential experiential concepts via case examples and reviews of the relevant literature (including a timely awareness of the emerging physical-&-digital or 'phygital' consumption context)."
-- Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business Columbia University

"It’s very clear that in today's Experience Economy marketing must change. The old ways of thinking, while good for its time, no longer cut it. It is therefore great to see Wided Batat’s new book take on the 7Ps of the old marketing mix and replace them with the 7Es, each one focused on thinking experientially. All marketers should read this book and then change their approach to generating demand that fits in with a time when experiences have become the predominant economic offering."
-- B. Joseph Pine II, co-author, The Experience Economy
 
"Definitely one of the most powerful treatments of the subject to date. A book full of wisdom. Anyone who is serious about customer experience will find it indispensable. Wided Batat’s book is an incredibly valuable resource for anyone seeking to navigate the complexities of the customer experience."
-- Markus Giesler, Director, Big Design Lab, York University
 
"As both a journalist and a consumer, I find it difficult to keep up with the many changes taking place in the business world and specifically in marketing. I appreciate that Wided Batat has decided to explore those changes head on in her new book Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es. So much of what we hear about these days is 'experience over product,' so the timing couldn’t be better for a book on this topic. I look forward to adding it to my reference collection for future stories."
-- Elizabeth Garone, Journalist, The Wall Street Journal and BBC Capital
 
"Nice structure. The content is certainly relevant for the digital age. The overall concepts seem right and seem to be useful for managers."
-- Bernd Schmitt, Author, Customer Experience Management