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Consuming Experience

Editat de Antonella Caru, Bernard Cova
en Limba Engleză Hardback – 7 dec 2006
This book covers the ‘hot topic’ of the experiential consumption in an accessible manner and from a unique industry perspective which is not used in any other book. It highlights the idea that an experience is not something that can be readily managed by firms and is not limited to the market: an individual’s daily life is made up of consuming experiences that can occur with or without a market relation.
Offering an overview of the consumption experience, it outlines a continuum of experiences of consumption that consumers go through, including:
  • those that are mainly constructed by consumers around small items that comprise their daily life, such as organic products and non-profit or local associations
  • those that have been co-developed by companies and consumers: tourism or adventure projects, rock concerts and cultural events
  • those that have been largely developed by the companies where consumers are immersed in a hyper-real context such as fashion, sports brands, edutainment and retail.
Broad and comprehensive, this book provides a challenging vision of the consumption experience, which is an invaluable tool for all those studying marketing and consumer behaviour.
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Specificații

ISBN-13: 9780415382434
ISBN-10: 0415382432
Pagini: 220
Ilustrații: 28 b/w images, 3 tables, 16 halftones and 12 line drawings
Dimensiuni: 156 x 234 x 16 mm
Greutate: 0.52 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate and Undergraduate

Cuprins

 Part 1: Setting Up the Scene of the Consumer Experience  1. Consuming Experiences: An Introduction  2. Agents in Paradise: Experiential Co-Creation Through Emplacement, Ritualization and Community  3. Consumer Immersion in an Experiential Context  Part 2: Customer Driven Experiences  4. I Feel Good: Who Needs the Market? - Struggling and Having Fun With Consumer-Driven Experiences  5. Consumption Experiences and Product Meaning: Pasta for Young Italian Consumers  6. The Blandness and Delights of a Daily Object  Part 3: Co-Driven Experiences  7. Consumption Experience, Self-Narrative and Self-Identity: The Example of Trekking  8. The Drivers of Hedonic Consumption Experience: A Semiotic Analysis of Rock Concerts  9. Fashion as the Ultimate Experiential Object: The Case of Issey Miyake’s A-POC Brand  Part 4: Company Driven Experiences  10. Converging Industries through Experience: Lessons from Edutainment  11. How Value-Based Brands Create Valuable Experiences: The Case of Sports Brands  12. Reenchantment of Retailing: Towards Utopian Islands  Part 5: Conclusion  13. Consuming Experiences: Retrospect and Prospects

Recenzii

'There is no question that consumption experiences are at the core of understanding how marketing works. This collection provides helpful insights and rich illustrations for this crucially important topic.'
Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College, USA
'We are at the dawn of a new marketing era, and CONSUMING EXPERIENCE is a roller-coaster ride through the new relationship between people and commerce. Fasten your seatbelts.' - Alex Wipperfürth, Partner at Dial House and author of BRAND HIJACK

Descriere

Coving the ‘hot topic’ of the consumption experience in an accessible manner and from a unique industry perspective which is not used in any other book, this innovative account of consumption experience is written by European leaders in the field.