Annarita Sorrentino

Defining, Measuring and Managing Consumer Experiences

• Gebundenes Buch

Produktbeschreibung

This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience.

Produktdetails

• Verlag: CRC Press
• Seitenzahl: 120
• Erscheinungstermin: 1. Oktober 2020
• Englisch
• Abmessung: 234mm x 156mm x 8mm
• Gewicht: 349g
• ISBN-13: 9780367479374
• ISBN-10: 0367479370
• Artikelnr.: 60002284

Autorenporträt

Annarita Sorrentino is Assistant Professor of Management at the Department of Management and Quantitative Studies of University of Naples Parthenope, Italy.

Inhaltsangabe

Introduction 1. From behaviours to experiences 2. Ecclectic approaches to measure consumers responses 3.Neuromarketing to discover the small insights 4. Managing consumer centricity 5. Customer experience management (CEM). State
of
the
art and best practices Conclusions