图书简介

Contents: Introduction; Part 1 Conceptual Foundations: Experiential marketing: understanding the logic of memorable customer experiences, Clinton D. Lanier Jr and Ronald D. Hampton; Experiential marketing and brand experiences: a conceptual framework, Karsten Kilian. Part 2 Brands and Brand Communities: Tally ho, chocs away! The Morgan Motoring experiences, Michael B. Beverland; Hush, it’s a secret: how Trappist breweries create and maintain images of authenticity using customer experiences, Adam Lindgreen and Michael B. Beverland; Brand communities as experience drivers: empirical research findings, Fabian von Loewenfeld and Karsten Kilian; Orchestrating the experience: authorship of the soul. The case of Mag Nation Melbourne, Michael J. Healy, Michael B. Beverland and Harmen Oppewal. Part 3 Design of Customer Experiences: Balancing act: the impact of rational and emotional designs on memorable customer experiences, Peter C. Honebein and Roy F. Cammarano; Reflections on ultra-fine dining experiences, Michael Basil and Debra Z. Basil; Co-production in memorable service encounters: three hot chocolates in Belgium, Ben Wooliscroft and Alexandra Ganglmair-Wooliscroft. Part 4 Management of Customer Experiences: Oh yeah, I remember that store! Memory, experience and value, Barry J. Babin and Adilson Borges; Managing hospitality experiences: Las Vegas style, Kathryn A. LaTour, Lewis P. Carbone and Suzie Goan; Considerations in creating memorable tour experiences, Frank M. Go and Robert Govers. Part 5 Methodological Issues: Made it more memorable? Evaluating the customer’s emotional experience, Adam Finn and Luming Wang; The surprise-delight relationship revisited in the management of experience, Joëlle Vanhamme. Part 6 Critique of Experiential Marketing: Please hold, your call is important to us: some thoughts on unspeakable customer experiences, Stephen Brown; Manufacturing memorable consumption experiences from ivy and ivory: the business model, customer orientation, and distortion of academic values in the post-millennial university, Morris B. Holbrook; Index.

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