| Description |
1 online resource (xviii, 222 pages) : illustrations |
| Physical Medium |
polychrome. rdacc http://rdaregistry.info/termList/RDAColourContent/1003 |
| Description |
text file rdaft http://rdaregistry.info/termList/fileType/1002 |
| Contents |
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. |
| Summary |
"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 with company personnel, and more. When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty. Jim Joseph calls this ideal combination the "experience effect," and in this book he shows how any business can create one for its brand"--Provided by publisher |
| Bibliography |
Includes bibliographical references and index. |
| Subject |
Branding (Marketing)
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Brand loyalty.
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Customer relations.
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Stratégie de marque. |
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Fidélité à une marque. |
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branding. |
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Brand loyalty |
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Branding (Marketing) |
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Customer relations |
| Other Form: |
Print version: Joseph, Jim, 1963- Experience effect. New York : AMACOM, ©2010 9780814415542 (DLC) 2009053576 (OCoLC)500185266 |
| ISBN |
9780814415559 (electronic bk.) |
|
0814415555 (electronic bk.) |
|
6612568682 |
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9786612568688 |
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(hbk.) |
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(hbk.) |
| Standard No. |
9786612568688 |
|
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