| Description |
1 online resource (119 p.) |
| Series |
Routledge Focus on Business and Management Ser |
|
Routledge Focus on Business and Management Ser
|
| Contents |
Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- 1 Introduction -- 2 Research Design -- Aim of the Study -- Study Objectives to Attain the Aim -- Object of the Study -- Subject of the Study -- Hypothesis of the Study -- Data Collection Techniques -- The Main Value of the Research -- Abbreviations -- Analysis of the Notions -- 3 Analysis of the Marketing Concepts -- "Marketing Myopia" by Theodore Levitt -- "Direct Marketing" by Lester Wunderman -- "Relationship Marketing" by Leonard Berry |
|
"Holistic Marketing" by Philipp Kotler and Kevin Lane Keller -- Conclusions -- 4 Holistic Marketing as the Basis of Effective Customer Experience Creation -- Internal Marketing -- Integrated Marketing -- Product or Service Marketing -- Relationship Marketing -- Performance Marketing -- Conclusions (Customer Experience Model as a New Marketing Concept) -- 5 Empirical Verification of the Customer Experience Model Using the Example of Amazon -- Internal Marketing -- Integrated Marketing -- Product or Service Marketing -- Relationship Marketing -- Performance Marketing -- Conclusions |
|
6 Concluding Remarks -- References -- Index |
| Notes |
Description based upon print version of record |
| Form |
Electronic book
|
| ISBN |
1000195198 |
|
9781000195194 |
|
