Engaging Brands

<p>How can managers design and manage excellent customer experiences that will develop long-term relationships with their customers? This book addresses this key question and explores both the theory developed over the past 20 years and tools to create truly engaging brands. </p><p>Taking a broad holistic approach this book brings together current thinking on experiential marketing brand management customer engagement customer well-being and happiness customer loyalty and emotions the customer journey map and big data and combines it into a practical and clear roadmap for brand managers. By integrating these modern perspectives concepts research techniques and operative tools this book provides a new perspective of marketing management to design and build engaging branding.</p><p>Using extensive examples from a variety of industries this book offers a global perspective that will appeal to both advanced students and experienced marketing managers.</p>