Introduction

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.

Holistic Approach

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.

Global Perspective

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.