Strategies for the Digital Customer Experience: Connecting Customers with Brands in the Phygital Age (New Horizons in Marketing series)
By:
Sign Up Now!
Already a Member? Log In
You must be logged into UK education collection to access this title.
Learn about membership options,
or view our freely available titles.
- Synopsis
- Offering a critical approach to digital marketing strategies, this innovative book introduces the ‘phygital’, a new ecosystem that creates a continuum between physical and digital settings to aid the design of successful customer experiences. Combining theory with practical case studies, it provides a timely prediction of the evolution of customer experience and effective means of brand communication in an increasingly phygital era.Delineating how digital and physical experiences differ, this book characterizes the role of digital, AI, and extended reality technologies in creating successful and engaging phygital experiences and the customer values they engender. Chapters identify the underlying mechanisms for designing a compelling phygital customer experience and how it is enhanced by digital tools, devices, immersive technologies, chatbots, AI, and robotics. The book concludes by addressing how these technologies can help businesses create the ultimate brand experience in a phygital-driven context by rethinking their strategies and tools.Providing new market research tools and frameworks to better understand digital transformation, this book will prove vital to practitioners, students, and marketing scholars. Advising how to design compelling customer experiences that connect physical and digital settings, it will also prove a valuable resource to a vast range of businesses and consultants.
- Copyright:
- 2022
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9781800371897
- Related ISBNs:
- 9781800371880
- Publisher:
- Edward Elgar Publishing
- Date of Addition:
- 06/06/22
- Copyrighted By:
- N/A
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Computers and Internet, Business and Finance, Sociology
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
Reviews
Other Books
- by Wided Batat
- in Nonfiction
- in Computers and Internet
- in Business and Finance
- in Sociology