Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es, 1st Edition (e-Book) book cover

Experiential Marketing

Consumer Behavior, Customer Experience and The 7Es, 1st Edition

By Wided Batat

Routledge

278 pages | 42 B/W Illus.

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Description

Why do some brands make us feel good, while others frustrate us? What makes us engage with certain brands, rebuy the same products, return to the same store or revisit the same destination over and over again? Is there a framework underlying how past and lived shopping experiences can affect our future experiences, our buying decisions, and our brand loyalty?

In this exciting new book, Wided Batat introduces readers to the new customer experience framework and the era of the "Experiential Marketing Mix." She 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, 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 should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic.

Experiential Marketing is a guide to building experiences consumers cannot forget. It will be of interest for CEOs, brand managers, marketing and communication professionals, students, and anyone eager to learn more about how to design the ultimate customer experience in a new phygital. In this book, Professor Batat combines theory and practice and gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es of the new experiential marketing mix, and the challenges for the future.

Reviews

"There is a much-needed introduction and review of ways in which the consumption experience carries profound implications for marketing practice. I especially appreciate the book's development of the experiential marketing mix and its scholarly grounding in an insightfully elaborated formulation of the essential experiential concepts via case examples and reviews of the relevant literature (including a timely awareness of the emerging physical-&-digital or 'phygital' consumption context)."

-- Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business Columbia University

"It’s very clear that in today's Experience Economy marketing must change. The old ways of thinking, while good for its time, no longer cut it. It is therefore great to see Wided Batat’s new book take on the 7Ps of the old marketing mix and replace them with the 7Es, each one focused on thinking experientially. All marketers should read this book and then change their approach to generating demand that fits in with a time when experiences have become the predominant economic offering."

-- B. Joseph Pine II, co-author, The Experience Economy

"Definitely one of the most powerful treatments of the subject to date. A book full of wisdom. Anyone who is serious about customer experience will find it indispensable. Wided Batat’s book is an incredibly valuable resource for anyone seeking to navigate the complexities of the customer experience."

-- Markus Giesler, Director, Big Design Lab, York University

"As both a journalist and a consumer, I find it difficult to keep up with the many changes taking place in the business world and specifically in marketing. I appreciate that Wided Batat has decided to explore those changes head on in her new book Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es. So much of what we hear about these days is 'experience over product,' so the timing couldn’t be better for a book on this topic. I look forward to adding it to my reference collection for future stories."

-- Elizabeth Garone, Journalist, The Wall Street Journal and BBC Capital

"Nice structure. The content is certainly relevant for the digital age. The overall concepts seem right and seem to be useful for managers."

-- Bernd Schmitt, Author, Customer Experience Management

Table of Contents

List of Figures

List of Tables

List of Mini-Cases

List of Theory Boxes

Introduction

PART I: CUSTOMER EXPERIENCE MARKETING: BACK TO ORIGINS

CHAPTER 1: FOUR KEY CHANGES IN CONSUMER BEHAVIOR: DIGITAL EMPOWERMENT, EMOTION, AND POSTMODERNISM

Digital transformation and its impact on consumption

Drivers of digital transformation

Digital transformation challenges and opportunities for brands?

The making of the empowered consumer

What is consumer empowerment?

What are the pillars of consumer empowerment?

How is the empowered consumer driving new brand opportunities?

The key role of emotion in the consumer brand experience

Defining the notion of "consumer emotion" and its typologies

The role of employees as emotional motivators

Emotional branding through the Consumer Experience

Postmodernism and the transition to experiential consumption

From modernism to postmodernism

The rise of the postmodern consumer society

CHAPTER 2: THEORETICAL UNDERPINNINGS FOR CUSTOMER EXPERIENCE MARKETING: ORIGINS, CUSTOMER JOURNEY, AND EXPERIENCE TOUCHPOINTS

Customer experience: from philosophy to marketing

The concept of "experience": what are we talking about?

What is customer experience?

Theoretical underpinnings for customer experience

Experience touchpoints through customer journey

CHAPTER 3: A FRAMEWORK FOR CONCEPTUALIZING CUSTOMER EXPERIENCE MARKETING: DRIVERS, MARKETS, AND OUTCOMES

Drivers of customer experience marketing

Idiocentric drivers of customer experience

Allocentric drivers of customer experience

Markers of customer experience marketing

Customer experience is holistic

Customer experience is cumulative

Customer experience is subjective and personal

Customer experience is an assemblage

Customer experience is contrasting

Outcomes of customer experience marketing

Value

Transformation

Competency

Memorability

 

PART II: THE NEW EXPERIENTIAL MARKETING MIX (7ES)

CHAPTER 4: EXPERIENCE: EXPERIENCE TERRITORY MATRIX (ETM), STAGES, AND EXQUAL TOOL

Experience Territory Matrix (ETM)

Enchantment territory

Re-enchantment territory

Enchantment gap territory

Disenchantment territory

Stages of customer experience

EXQUAL tool

CHAPTER 5: EXCHANGE: CO-CREATION AND COLLABORTATION MARKETING

Co-creation as value-in-exchange in customer experience

Customers as employees

From service-dominant logic to experience-dominant logic

Collaborative marketing: the art of putting consumer to work

CHAPTER 6: EXTENSION: EXPERIENCE CONTINUUM AND INTRA/EXTRA-DOMESTIC EXPERIENCES

Experience continuum

Intra- and extra-domestic experiences

CHAPTER 7: EMPHASIS: BRAND CULTURE EMPHASIS AND STORYTELLING

Brand culture emphasis

From brand content to brand culture

The theory of brand culture

Storytelling

Transforming a brand’s positioning into a storytelling

The hero’s journey

CHAPTER 8: EMPATHY CAPITAL: EMPATHY CONCEPT, EMPATHY EXPERIENCE, AND EMPATHY CAPITAL FORMATION

The empathy concept

What does empathy mean?

Empathy: origins and evolution

Empathy and areas of confusion

The forms of empathy

Empathy in customer experience

Definition

Empathy experience functioning

Components of empathetic customer experience

Empathy in experience marketing-mix

Empathy capital formation

Empathy map

McLaren’s empathy model

CHAPTER 9: EMOTIONAL TOUCHPOINTS: FROM TOUCHPOINTS TO EMOTIONAL TOUCHPOINTS AND EMOTIONAL TOUCHPOINTS TOOLKIT

From touchpoints to emotional touchpoints

Emotional touchpoints toolkit

CHAPTER 10: EMIC/ETIC PROCESS: EMIC/ETIC PERSPECTIVE AND SOCIOCULTURAL CUSTOMER JOURNEY

Emic and etic perspectives in experience marketing-mix

Emic and etic perspectives: origins and definitions

Emic and etic perspectives in consumer research

Emic and etic perspectives through CCT lenses

Cultural mapping of customer journey: emic/etic perspective

 

PART iii: FUTURE CHALLENGES IN CUSTOMER EXPERIENCE DESIGN

CHAPTER 11: PHYGITAL CUSTOMER EXPERIENCE: DEFINITION, CHARACTERISTICS, TYPES, AND KEY SUCCESS FACTORS

What does phygital customer experience mean?

Characteristics of phygital experiences

Typologies of phygital experiences

Connected experience

Web experience

Virtual and augmented reality experience

Socio-digital experience

Re-creative digital experience

Cyborg experience

Tools to design phygital experiences

Web 3.0

Interactive and collaborative digital tools

The flow tool

Key success factors

The use of virtual agents for immersion and interaction

The importance of efficiency

CHAPTER 12: STORYLIVING, THE FUTURE OF CUSTOMER EXPERIENCE DESIGN: FROM STORY TO ACTION AND STORYLIVING STRATEGIES

From story to action

Storyliving strategies

 

CHAPTER 13: CUSTOMER EXPERIENCE RESEARCH METHODS: EXPERIENTIAL AND E-EXPERIENTIAL RESEARCH METHODS

Experiential research methods

Projective techniques

Qualitative Diary Research (QDR)

Ethnography

Interactive and subjective personal introspection

E-experiential research methods

Netnography

Mobile self-ethnography

Conclusion

References

Index

About the Author

Wided Batat is a marketing professor and an internationally renowned expert and speaker on experiential and digital marketing specialized in the fields of retail, luxury, food, well-being, youth cultures, generation Z&Y, Millennials and post-Millennials, and tourism. She has published dozens of books in English and French, and articles in top-tier academic journals that have received several awards. Professor Batat introduced an innovative and disruptive approach to global and digital customer experience by providing a strategic framework of the customer experience offline and online and the new experiential marketing mix (7Es). Entrepreneur, Professor Batat is also a bilingual (French and English) international professional trainer and the founder of B&C Consulting Group, an innovative market research and consumer insights company specialized in global and digital customer experience design, buying behavior, and consumer trends.

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS018000
BUSINESS & ECONOMICS / Customer Relations
BUS043000
BUSINESS & ECONOMICS / Marketing / General