| Record ID | marc_columbia/Columbia-extract-20221130-030.mrc:188868220:4066 |
| Source | marc_columbia |
| Download Link | /show-records/marc_columbia/Columbia-extract-20221130-030.mrc:188868220:4066?format=raw |
LEADER: 04066cam a2200745 i 4500
001 14917121
005 20220611233017.0
006 m o d
007 cr cnu---unuuu
008 200106t20202020enka ob 001 0 eng
010 $a 2020000070
035 $a(OCoLC)on1135090932
035 $a(NNC)14917121
040 $aDLC$beng$erda$cDLC$dOCLCO$dOCLCF$dOCLCQ$dYDX$dTYFRS$dYDX$dUKAHL$dOCLCO
020 $a9780429504266$qelectronic book
020 $a0429504268$qelectronic book
020 $a9780429996375$qelectronic publication
020 $a0429996373$qelectronic publication
020 $a9780429996368$qelectronic book$qMobipocket
020 $a0429996365$qelectronic book$qMobipocket
020 $a9780429996382$qelectronic book
020 $a0429996381$qelectronic book
020 $z9781138586987$qhardcover
020 $z9781138587014$qpaperback
035 $a(OCoLC)1135090932
037 $a9780429504266$bTaylor & Francis
042 $apcc
050 04 $aHF5415.1255$b.A333 2020
072 7 $aBUS$x016000$2bisacsh
072 7 $aBUS$x018000$2bisacsh
072 7 $aBUS$x043060$2bisacsh
072 7 $aKJS$2bicssc
082 00 $a658.8/12$223
049 $aZCUA
100 1 $aAddis, Michela,$eauthor.
245 10 $aEngaging brands :$ba customer-centric approach for superior experiences /$cMichela Addis.
264 1 $aAbingdon, Oxon ;$aNew York, NY :$bRoutledge, Taylor & Francis Group,$c2020.
264 4 $c©2020
300 $a1 online resource (xvii, 258 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
504 $aIncludes bibliographical references and index.
520 $a"How can managers design and manage excellent customer experiences that will develop long-term relationships with their customers? This book addresses this key question and explores both the theory developed over the past 20 years and tools to create truly engaging brands. Taking a broad holistic approach, this book brings together current thinking on experiential marketing, brand management, customer engagement, customer well-being and happiness, customer loyalty and emotions, customer journey map and big data and combines it into a practical and clear roadmap for brand managers. By integrating these modern perspectives, concepts, research techniques, and operative tools, this book provides a new perspective of marketing management to design and build engaging branding. Using extensive examples from a variety of industries, the author offers a global perspective that will appeal to both advanced students and experienced marketing managers"--$cProvided by publisher.
545 0 $aMichela Addis is Professor of Marketing at the Università degli Studi di Roma Tre, Italy, where she teaches Business Administration and Management, Marketing Research, and Cultural Marketing.
588 $aDescription based on online resource; title from digital title page (viewed on June 24, 2020).
650 0 $aBranding (Marketing)
650 0 $aCustomer relations.
650 0 $aConsumer satisfaction.
650 0 $aMarketing$xManagement.
650 6 $aStratégie de marque.
650 6 $aConsommateurs$xSatisfaction.
650 6 $aMarketing$xGestion.
650 7 $abranding.$2aat
650 7 $aBUSINESS & ECONOMICS / Consumer Behavior$2bisacsh
650 7 $aBUSINESS & ECONOMICS / Customer Service$2bisacsh
650 7 $aBUSINESS & ECONOMICS / Marketing / Research$2bisacsh
650 7 $aBranding (Marketing)$2fast$0(OCoLC)fst01743755
650 7 $aConsumer satisfaction.$2fast$0(OCoLC)fst00876403
650 7 $aCustomer relations.$2fast$0(OCoLC)fst00885533
650 7 $aMarketing$xManagement.$2fast$0(OCoLC)fst01010209
655 4 $aElectronic books.
776 08 $iPrint version:$aAddis, Michela.$tEngaging brands$dNew York : Routledge, 2020.$z9781138586987$w(DLC) 2020000069
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio14917121$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS