<P>How can managers design and manage excellent customer experiences that will develop long-term relationships with their customers? This book addresses this key question and explores both the theory developed over the past 20 years and tools to create truly engaging brands. </P>
<P>Taking a broad holistic approach, this book brings together current thinking on experiential marketing, brand management, customer engagement, customer well-being and happiness, customer loyalty and emotions, the customer journey map, and big data and combines it&nbsp;into a practical and clear roadmap for brand managers. By integrating these modern perspectives, concepts, research techniques, and operative tools, this book provides a new perspective of marketing management to design and build engaging branding.</P>
<P>Using extensive examples from a variety of industries, this book&nbsp;offers a global perspective that will appeal to both advanced students and experienced marketing managers.</P>