Architecting Experience: A Marketing Science And Digital Analytics Handbook - Advances And Opportunities With Big Data And Analytics 1

Wheeler, Scot R

ISBN 10: 9814678414 / ISBN 13: 9789814678414

Verlag: World Scientific Publishing Company, 2016

This is a Brand-new US Edition. This Item may be shipped from US or any other country as we have multiple locations worldwide. Bestandsnummer des Verkäufers ABNR-256400

Inhaltsangabe:

 

In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person. Effectively appealing to customers requires delivery of brand experiences built on relevance and recognition of context. Just as in any conversation, delivering relevance in context requires understanding the person one is speaking with and shared environment.

Wheeler answers the biggest question facing digital marketers today: "with an ever expanding array of digital touch points at one's disposal, how does one deliver content and experiences around one's brand that build relationships and drives results?" The quick answer to this is "through the application of data and analytics to drive highly relevant, contextual targeted content and adaptive experience", but since this answer is not as easy to achieve as it is to say, Architecting Experience has been designed to help readers develop the understanding of marketing data, technology and analytics required to make this happen.

Über die Autorin bzw. den Autor: Charlotte y Peter Fiell son dos autoridades en historia, teoría y crítica del diseño y han escrito más de sesenta libros sobre la materia, muchos de los cuales se han convertido en éxitos de ventas. También han impartido conferencias y cursos como profesores invitados, han comisariado exposiciones y asesorado a fabricantes, museos, salas de subastas y grandes coleccionistas privados de todo el mundo. Los Fiell han escrito numerosos libros para TASCHEN, entre los que se incluyen 1000 Chairs, Diseño del siglo XX, El diseño industrial de la A a la Z, Scandinavian Design y Diseño del siglo XXI.

Bibliografische Details

Titel: Architecting Experience: A Marketing Science...
Verlag: World Scientific Publishing Company
Erscheinungsdatum: 2016
Einband: Hardcover
Zustand: New