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.

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.

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

Book Information
ISBN 9781138293168
Author Wided Batat
Format Paperback
Page Count 302
Imprint Routledge
Publisher Taylor & Francis Ltd
Weight(grams) 440g