Buch, Englisch, 224 Seiten, Format (B × H): 62 mm x 92 mm
Engage Your Customers with a Consistent and Memorable Brand Experience
Buch, Englisch, 224 Seiten, Format (B × H): 62 mm x 92 mm
ISBN: 978-0-8144-1554-2
Verlag: McGraw-Hill Education
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
CONTENTS Foreword: Thoughts from Two Icons, vii Foreword: “Just Stick It Between Your Legs,” xi Acknowledgments, xvii Introduction: Marketing Is a Spectator Sport: Observing, Learning, and Then Applying, 1 Prologue: The Experience Effect in Action: Two Personal Examples, 7 1 Buzzwords Need Not Apply: Defining the Experience Effect, 15 2 Best Pasta in Town: Positioning the Experience Effect, 27 3 Brand Soundtrack: Making the Right Decisions for the Brand, 39 4 Not by Numbers Alone: Understanding the Brand’s Target Audience, 57 5 Kiss a Few Babies: Constructing a Consumer Profile, 73 6 Get Emotional: Connecting with Customers on Multiple Levels, 89 7 Reach Out and Touch: Mapping Effective and Engaging Touchpoints, 99 8 Squishees from Kwik-E-Mart: Activating Touchpoints, 115 9 Avoiding the Cookie Cutter: Creating Unique Touchpoints, 129 10 Meet Martha, Louis, and Some Elves: Finding Inspiration, 141 11 Madonna and Tide: Learning from Celebrities, 151 12 Everyone Else Bring Data: Researching the Experience Effect, 163 13 A Flash of Color: Owning the Experience Effect, 175 14 Mind the Gap: Assessing What’s Missing on the Brand, 191 15 A Room with a View: Keeping the Team on Track, 201 Afterword: Click-Through: Making It Real, 213 Index, 215 About the Author, 221