MARC details
| 000 -LEADER |
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| fixed length control field |
03320 a2200205 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20241025163317.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
230529b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781800371880 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.812 |
| Item number |
BAT |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Batat, Wided |
| 9 (RLIN) |
12158 |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Strategies for the digital customer experience |
| Remainder of title |
: connecting customers with brands in the phygital age |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Name of publisher, distributor, etc. |
Edward Elgar |
| Date of publication, distribution, etc. |
2022 |
| Place of publication, distribution, etc. |
Cheltenham |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
258p. |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE |
|---|
| Title |
New Horizons in Marketing Series |
| 9 (RLIN) |
8496 |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Table of Contents: Part I: Customer experience in physical, digital, and Phygital settings 1. Customer experience: The new holy grail for businesses 2. When customer experience encounters digital technologies 3. How does phygital humanize customer experience and create a continuum linking physical and digital settings? Part II: Digital devices and tools to get Phygital with customers 4. Phygital customer experience strategy enabled by extended reality technology (ERT) 5. Phygital customer experience strategy enabled by robotics and artificial intelligence (AI) 6. Phygital customer experience strategy enabled by the internet of things (IoT) and connected objects 7. Phygital customer experience strategy enabled by gamification 8. Phygital customer experience strategy enabled by online 3-d printing platforms Part III: Strategies for successful phygital customer experience design 9. The death of the traditional marketing mix (7Ps) and the rise of the experiential marketing mix (7Es) 10. Immersive research methods to study customer experience in the phygital era: From big data to "smart data" 11. Experiential design thinking: A new tool to create innovative phygital experiences for consumer well-being 12. A holistic disruption strategy to create unique customer experiences in the phygital era concluding remarks |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
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. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Customer relations - Management |
| 9 (RLIN) |
7119 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Electronic commerce |
| 9 (RLIN) |
5306 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Book |
