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Experiential marketing : consumer behavior, customer experience and the 7Es / Wided Batat
Livre
Edité par Routledge, Taylor & Francis Group - 2019
In this this book, Wided Batat introduces the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process), a tool that focuses on the consumer as a starting point in marketing strategies. By using these concepts, companies can design suitable, emotional, and profitable customer experiences in a phygital context (physical place and digital space) including both offline and online digital experiences. Batat argues that a traditional product-centric logic should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic
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