TY - BOOK ID - 18334410 TI - Consuming experience. AU - Caru, Antonella AU - Cova, Bernard PY - 2007 SN - 0415382432 0415382440 9780415382441 9780415382434 9780203390498 9781136009587 9781136009662 9781136009747 PB - Abingdon Routledge DB - UniCat KW - Consumer behavior KW - Consumers KW - Consumption (Economics) KW - Identity (Psychology). KW - Social aspects. KW - Psychology. KW - Psychological aspects. KW - Identité (Psychologie) KW - Identity (Psychology) KW - Consommateurs KW - Consommation (Économie politique) KW - Psychological aspects KW - Psychology KW - Comportement KW - Aspect sociologique KW - Aspect psychologique KW - Psychologie KW - 658.89.013 KW - Personal identity KW - Consumer demand KW - Consumer spending KW - Consumerism KW - Spending, Consumer KW - Behavior, Consumer KW - Buyer behavior KW - Decision making, Consumer KW - Social aspects KW - Consumentengedrag. Koopgewoonten. Psychologie van de consument KW - Personality KW - Self KW - Ego (Psychology) KW - Individuality KW - Demand (Economic theory) KW - Human behavior KW - Consumer profiling KW - Market surveys KW - Consumer behavior - Social aspects. KW - Consumption (Economics) - Psychological aspects KW - Consumers - Psychology KW - Consommateurs - Comportement - Aspect sociologique KW - Consommation (Économie politique) - Aspect psychologique KW - Consommateurs - Psychologie UR - https://www.unicat.be/uniCat?func=search&query=sysid:18334410 AB - This book position itself within Experiential Marketing. It differs from its competitors by the way it examines the phenomenon of consumer experience. US competitors consider any consumption experience as necessarily dependent on the acquisition of products and services from the market, this book acknowledges that everyday life is largely comprised of experiences based on elements acquired in other ways (the family, friends, the state). Where its US competitors suggest to companies that they have to build a long series of strong emotions and unforgettable and extraordinary experiences for the consumers, this book highlights the need of letting the consumers construct their experience themselves, instead of pre-planning extraordinary experience for them. This book is less of a 'how to do' text and more comprehensive that its competitors. Experiential marketing is a topic that encapsulates several previous lectures or courses such as 'Store Design', 'Brand Management' (see the notion of Brand Experience) and 'E-marketing' (see the notion of Virtual Experience). We expect this topic to become on a par with Relationship Marketing. Already, CEM (Customer Experience Management) is challenging CRM (Customer Relationship Management). Thus, the number of Experiential Marketing courses could increase in the near future especially as one of the Advanced Marketing Courses. Comprehensive and accessibly written, this text takes an international, although predominantly European approach. Its unique contribution to this emerging subject will be invaluable to all students engaged with customer experience management, relationship marketing and brand management. ER -