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Cover Global marketing strategy : an executive digest

Schlegelmilch, Bodo B.

Global marketing strategy : an executive digest / Bodo B. Schlegelmilch

Switzerland : Springer, 2016

sand, felix van de

User experience is brand experience : the psychology behind successful digital products and services / Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener, Katharina Holl

Cham : Springer, 2020

Abstract: This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-quality user experiences. Combining insights from science and practice, the authors present a strategy for usi ...; [Read more...]