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Record Nr. |
UNINA9910781028803321 |
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Autore |
Joseph Jim <1963-> |
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Titolo |
The experience effect [[electronic resource] ] : engage your customers with a consistent and memorable brand experience / / Jim Joseph |
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Pubbl/distr/stampa |
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New York, : AMACOM, c2010 |
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ISBN |
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1-282-56868-X |
9786612568688 |
0-8144-1555-5 |
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Edizione |
[1st edition] |
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Descrizione fisica |
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1 online resource (241 p.) |
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Disciplina |
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Soggetti |
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Branding (Marketing) |
Brand loyalty |
Customer relations |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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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 Levels7 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: Researching 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 RealIndex; About the Author |
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