Managing the Customer Experience [electronic resource].

ISBN:

9781848559479

Title:

Author:

Palmer, Adrian.

Personal Author:

Palmer, Adrian.

Publication Information:

Bradford : Emerald Group Publishing Limited, 2009.

Physical Description:

1 online resource (66 p.)

Series:

Direct Marketing: An International Journal - Volume 3, Issue 3

General Note:

Description based upon print version of record.

Contents:

Cover; CONTENTS; EDITORIAL ADVISORY BOARD; Guest editorial; An experiential, social network-based approach to direct marketing; Internal brand equity defines customer experience; Consumers' perceptions: an analytical study of influence of consumer emotions and response; Developing BTB relationships through direct marketing: customers' perceptions

Subject Term:

Consumer satisfaction.

Customer relations.

Customer services.

Format:

Electronic Resources

Electronic Access:

Click here to view book

Publication Date:

2009

Publication Information:

Bradford : Emerald Group Publishing Limited, 2009.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
658.12	1:E-BOOK	1	1:ON-DEMAND	Searching... Unknown

Bound With These Titles

On Order

Summary

This e-book aims to raise debate about the theory and application of customer experience within the context of direct marketing. Despite the apparent appeal of the concept, the unique nature of a customer experience, which is specific to a customer, at a specific time and location, in the context of a specific event, provides challenges for managers to implement the concept for planning and control purposes.