Experiential Marketing

Taylor & Francis

Experiential MarketingConsumer Behavior, Customer Experience and The 7Es\nAuthor(s): Wided Batat\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138293151, 978-1138293151\nSynopsis\nWhy 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?\n\nIn 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.