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The experience effect : engage your customers with a consistent and memorable brand experience /
"The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
AMACOM,
©2010.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Foreword: Thoughts from Two Icons
- Foreword: "Just Stick It Between Your Legs"
- Acknowledgments
- Introduction: Marketing Is a Spectator Sport: Observing, Learning, and Then Applying
- Prologue: The Experience Effect in Action: Two Personal Examples
- 1. Buzzwords Need Not Apply: Defining the Experience Effect
- 2. Best Pasta in Town: Positioning the Experience Effect
- 3. Brand Soundtrack: Making the Right Decisions for the Brand
- 4. Not by Numbers Alone: Understanding the Brand's Target Audience
- 5. Kiss a Few Babies: Constructing a Consumer Profile
- 6. Get Emotional: Connecting with Customers on Multiple Levels
- 7. Reach Out and Touch: Mapping Effective and Engaging Touchpoints
- 8. Squishees from Kwik-E-Mart: Activating Touchpoints
- 9. Avoiding the Cookie Cutter: Creating Unique Touchpoints
- 10. Meet Martha, Louis, and Some Elves: Finding Inspiration
- 11. Madonna and Tide: Learning from Celebrities
- 12. Everyone Else Bring Data: Research the Experience Effect
- 13. A Flash of Color: Owning the Experience Effect
- 14. Mind the Gap: Assessing What's Missing on the Brand
- 15. A Room With a View: Keeping the Team on Track
- Afterword: Click-Through: Making it Real.