Memorable Customer Experiences: A Research Anthology
Adam Lindgreen, JoŽlle Vanhamme, Michael B. Beverland
Gower, 2009 - Business & Economics - 295 pages
Experiential marketing changes everything! claim the management gurus, but is it really so significant that not joining this race is dangerous? This research anthology investigates different angles of experiential marketing, providing a comprehensive collection of cutting-edge theories and research delivered by companies and experienced by customers.
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