Dr. Batat is an international, bilingual author of bestselling books in English and French. She published over 20 books that have sold hundreds of thousands of copies and have been translated into many languages.
Experiential Marketing
Consumer Behavior, Customer Experience and The 7Es
Why do some brands make us feel good while others frustrate us? What makes us engage with certain brands, rebuy the same products, return to the same store or revisit the same destination over and over again? This book introduces you to the 7E tool of the Experiential Marketing Mix to help you design compelling and successful experiences consumers cannot forget.
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Experiential Marketing
Case Studies in Customer Experience
Experiential Marketing incorporates 36 international case studies from 12 key sectors, from technology, consumer goods, and B2B to luxury, events, and tourism. With a selection of case studies from leading brands, such as Coca-Cola, Nutella, Chanel, NASA, The New York Times, Pfizer, and Amtrak, you will learn and practice the experiential marketing tools and strategies through these examples. Online material includes lecture slides, a test bank of questions, an instructor’s manual, and explanatory videos.
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Strategies for the Digital Customer Experience
Connecting Customers with Brands in the Phygital Age
Delineating how digital and physical experiences differ, this book introduces the role of digital, AI, and extended reality technologies in creating successful and engaging phygital experiences and the customer values they engender. The book offers key insights by addressing how these technologies can help businesses create the ultimate brand experience in a phygital-driven context by rethinking their strategies and tools.
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Youth Marketing to Digital Natives
Offering a critical approach to youth marketing, this comprehensive book provides a framework to better understand the mechanisms that shape youth consumption cultures and behaviors. The ideas investigated include how to advertise to digital natives, how to engage young customers, and why digital natives adopt or reject brands.
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The New Luxury Experience
Creating the Ultimate Customer Experience
How do consumers define luxury? Is there one luxury or several “luxuries”? What kind of luxury experiences do consumers want to live? More than in any other sector, luxury consumption is a response to a search for emotions, pleasure, uniqueness, consideration, and the most outstanding services. The luxury consumer wants to live luxury experiences – not just buy luxury products or services. This book introduces you to the Luxury Experience Design (LXD) along with its five strategies to create the ultimate luxury experience.
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Digital Luxury
Transforming Brands & Consumer Experiences
The fashion and luxury industries have been well-established for centuries. Still, the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, explores the current malaise and offers ways forward through a mixture of research and practice-led examples.
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The Rise of Positive Luxury
Transformative Research Agenda for Well-Being, Social Impact, and Sustainable growth
This book introduces Transformative Luxury Research (TLR) and offers a holistic approach to positive luxury. TLR, a new research stream, helps luxury businesses and researchers understand the mechanisms and factors that shape the future of positive luxury thinking and doing. It also promotes well-being outcomes, social justice, eco-friendly practices, and sustainable growth across developed and developing countries.
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Food and Experiential Marketing
Pleasure, Wellbeing and Consumption
Food and Experiential Marketing uses a holistic perspective to explore how the experiential side of food pleasure may drive healthy eating behaviors in varied food cultures. This innovative collection focuses on food's experiential and hedonic aspects, along with the sociocultural, economic, ideological, and symbolic factors that influence how pleasure can contribute to consumer health, food education, and individual and societal well-being.
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Design Thinking for Food Well-Being
The Art of Designing Innovative Food Experiences
How can we design innovative food experiences that enhance food pleasure and consumer well-being? Through a wide variety of empirical, methodological, and theoretical contributions, which examine the art of designing innovative food experiences, this edited book explores the relationship between design thinking, food experience, and food well-being.
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