Defining, Measuring and Managing Consumer Experiences: Routledge-Giappichelli Studies in Business and Management
Autor Annarita Sorrentinoen Limba Engleză Paperback – 29 apr 2022
The reader will gain a deeper knowledge of the approaches to consumer behaviour and learn about the theoretical and empirical challenges of studying customer experience management. It also considers the post-modern consumer, which requires a move beyond the purely rationalist perspective of traditional marketing and provides methodological support for firms and scholars who wish to measure cognitive, emotional and behavioural consumer reactions. More specifically, it explores the changes in consumer behaviours, the limitations of traditional measurement approaches and the importance of capturing small insights with neuromarketing metrics, with a chapter contributed by a leading expert. A new three-point perspective on consumer behaviours is set out that combines behaviour (what people do) with the declared (what people say) and the perceived (what people feel). This approach acknowledges the complexity of consumer behaviours and the methodological bias derived from the use of the traditional techniques (principally the survey) or from big data. Only a holistic perspective can capture the heterogeneous nature of consumer behaviour.
The book thereby takes up the theoretical debate about the definition, management and measurement of customer behaviour. It also examines measurement methodologies, an area that has received little attention elsewhere. Besides addressing the scientific community in the field, the book will also be a valuable practical resource for marketing managers, entrepreneurs and consultants who want to implement innovative strategies to manage the customer experience.
Toate formatele și edițiile | Preț | Express |
---|---|---|
Paperback (1) | 254.86 lei 6-8 săpt. | |
Taylor & Francis – 29 apr 2022 | 254.86 lei 6-8 săpt. | |
Hardback (1) | 980.00 lei 6-8 săpt. | |
Taylor & Francis – oct 2020 | 980.00 lei 6-8 săpt. |
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Specificații
ISBN-13: 9780367559083
ISBN-10: 0367559080
Pagini: 120
Ilustrații: 40
Dimensiuni: 156 x 234 mm
Greutate: 0.22 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge-Giappichelli Studies in Business and Management
Locul publicării:Oxford, United Kingdom
ISBN-10: 0367559080
Pagini: 120
Ilustrații: 40
Dimensiuni: 156 x 234 mm
Greutate: 0.22 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge-Giappichelli Studies in Business and Management
Locul publicării:Oxford, United Kingdom
Public țintă
Postgraduate and UndergraduateCuprins
Introduction 1. From behaviours to experiences 2. Ecclectic approaches to measure consumers responses 3.Neuromarketing to discover the small insights 4. Managing consumer centricity 5. Customer experience management (CEM). State-of-the-art and best practices Conclusions
Notă biografică
Annarita Sorrentino is Assistant Professor of Management at the Department of Management and Quantitative Studies of University of Naples Parthenope, Italy.
Descriere
This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience.