Memorable Customer Experiences

'Reading this book is itself a memorable experience. The editors promise that the chapters come at the topic of consumer experience from different angles, and it is clear that they do”ethnographic, experimental, structural equation modeling, theoretical, methodological, critical, and more. The chapters take both managerial and behavioral approaches to the topic of consumer experiences and cover a wide variety of experiential contexts including magazine shops, Las Vegas strip resorts, automobiles, hot chocolate, and package tours. They also introduce a rich variety of experiential elements including luxury, authenticity, scents, and surprise. Some of the best of the materials is found in the concluding section with chapters by Brown and Holbrook offering critiques of experiential marketing. Other chapters also examine what can go wrong in delivering memorable consumer experiences, such as the work by Basil and Basil on ultra-fine dining experiences. All in all, this book provides a much richer examination of consumer experiences than most of the earlier academic and managerial books on the topic.' Professor Russell W. Belk, Schulich School of Business, Canada 'The editors have assembled an impressive collection of papers on the elusive topic of experience marketing. From conceptual foundations and brands through the design and management of customer experiences, the topics covered by papers in this volume provide needed insight to any manager hoping to improve the ability of their offering's experience on customers. I heartily recommended it for both managers and academics.' Valarie A. Zeithaml, David S. Van Pelt Distinguished Professor, Kenan-Flagler Business School,University of North Carolina at Chapel Hill 'This is a very timely and important collection of papers that provides contemporary thinking on key issues of 21st century marketing in a well-structured and well-balanced format. The editors have done an excellent job in choosing contributions that off