This book combines gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process) of the new experiential marketing mix, and the challenges for the future.
Inhaltsverzeichnis
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.
