Human-driven experience: the battle for trust in the digital age
Material type:
TextPublication details: Chichester John Wiley & Sons Ltd. 2023 Description: xxii, 224 pISBN: 9781119812982Subject(s): Consumer behavior | Consumption (Economics) | Branding (Marketing)DDC classification: 658.8342 Summary: In Human-Driven Experience: The Battle for Trust in a Digital Age, veteran digital strategist delivers a must-read exploration of how to capture the attention of consumers whose tolerance for inauthenticity is at an all-time low. In the book, you’ll discover ways to harness the sometimes whiplash-inducing pace of change in the marketplace to accelerate innovation in your own organisation.
The author discusses the need for increased mobility between functional areas like information technology, digital and marketing and how privacy and security must become essential components of your brand's promise to consumers. You'll also find:
Strategies for creating end-to-end digital experiences that hit home with consumers
Techniques for rising above the ever-loudening din of inauthentic advertising and marketing that has made consumers increasingly sceptical of new and established brands
Incisive discussions of how data is becoming ever more targeted, identifiable and real-time – and what to do about it
Perfect for executives, managers and other business leaders, Human-Driven Experience is also a can't-miss resource for marketing, digital and IT professionals looking for ways to make sense of a consumer landscape that's been turned upside down by digital technologies.
(https://www.wiley.com/en-us/Human+Driven+Experience%3A+The+Battle+for+Trust+in+the+Digital+Age-p-9781119812982)
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
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Indian Institute of Management LRC General Stacks | Marketing | 658.8342 HAR (Browse shelf(Opens below)) | 1 | Available | 005870 |
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| 658.8342 CUR Consumer expectations: micro foundations and macro impact | 658.8342 DIX Consumer behaviour in hospitality and tourism | 658.8342 GUP How people buy online: | 658.8342 HAR Human-driven experience: the battle for trust in the digital age | 658.8342 HAW Consumer Behavior: building marketing strategy | 658.8342 JAI Consumer behavior: | 658.8342 KAR Handbook of research methods in consumer psychology |
In Human-Driven Experience: The Battle for Trust in a Digital Age, veteran digital strategist delivers a must-read exploration of how to capture the attention of consumers whose tolerance for inauthenticity is at an all-time low. In the book, you’ll discover ways to harness the sometimes whiplash-inducing pace of change in the marketplace to accelerate innovation in your own organisation.
The author discusses the need for increased mobility between functional areas like information technology, digital and marketing and how privacy and security must become essential components of your brand's promise to consumers. You'll also find:
Strategies for creating end-to-end digital experiences that hit home with consumers
Techniques for rising above the ever-loudening din of inauthentic advertising and marketing that has made consumers increasingly sceptical of new and established brands
Incisive discussions of how data is becoming ever more targeted, identifiable and real-time – and what to do about it
Perfect for executives, managers and other business leaders, Human-Driven Experience is also a can't-miss resource for marketing, digital and IT professionals looking for ways to make sense of a consumer landscape that's been turned upside down by digital technologies.
(https://www.wiley.com/en-us/Human+Driven+Experience%3A+The+Battle+for+Trust+in+the+Digital+Age-p-9781119812982)
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