Managing the Customer Experience [electronic resource].

ISBN:

9781848559479

Titre:

Auteur:

Palmer, Adrian.

Auteur personnel:

Palmer, Adrian.

Informations de publication:

Bradford : Emerald Group Publishing Limited, 2009.

Description physique:

1 online resource (66 p.)

Série:

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

Note générale:

Description based upon print version of record.

Contenu:

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

Terme sujet:

Consumer satisfaction.

Customer relations.

Customer services.

Format:

Ressources électroniques

Accès électronique:

Click here to view book

Date de publication:

2009

WAIT_PUBINFO:

Bradford : Emerald Group Publishing Limited, 2009.

Disponible:*

Numéro de rayon	Type de documentation	Copier	Emplacement en rayon	Statut
658.12	1:E-BOOK	1	1:ON-DEMAND	Recherche en cours... Inconnu

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Résumé

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.