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This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behavi
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Organizations that want to deliver required outcomes can do so by shifting gears from traditional 'command and control tactics', to a more collaborative way of
Managing Customer Experience and Relationships
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Every business on the planet is trying to maximize the value created by its customers Learn how to do it, step by step, in this newly revised Fourth Edition of
Measuring Customer Experience
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Now, more than ever, customer experience plays a pivotal role in the success and longevity of a company. Based on rigorous scientific tools and global data, thi
Gamification and Consumer Engagement
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In the context of rapid ICT development, this book focuses on how gamification affects consumer engagement and can be used to create a shared value for customer