In order that marketers occupy a large space of the consumers’ mindspace, the former have had to introduce a slew of services as part of their product offering. These include customer satisfaction, customer service and customer relations. This book takes a close look at reasons for the introduction of Customer Experiential Marketing (CEM) and its foundational principles. It also examines aspects of CEM that relate to the internal and external aspects of an organization, besides also exploring this concept in the domestic and international contexts through relevant case studies.
ABOUT THE AUTHOR Amit Kumar Singh
Dr. Amit Kumar Singh holds his M.Phil and Ph.D. in Urban Geography from Jawaharlal Nehru University, New Delhi. Before joining the Indian Institute of Public Administration, New Delhi. Dr. Amit Kumar Singh worked with Bhoovigyan Vikas Foundation, New Delhi as a Research Officer. He has been associated with various studies focusing on impact of urbanization on tribal development and also actively involved in teaching and research in the field of Consumer Protection and Welfare. He has contributed papers in journals, and participated in various seminars. He has been awarded “N.P. Aiyyer Young Geographers Association, India (NAGI). His areas of interest are Urban Development and Municipal Finance with special reference to Infrastructure and Basic Amenities.
ABOUT THE AUTHOR G.V.S. Sreedhar
G.V.S. Sreedhar (b. 1961) is an MBA from Andhra University. He is currently working as a Consulting Editor with ICFAI Books, a division of ICFAI University Press. He has eighteen years of work experience in sales and distribution with various companies like ACC and India Gypsum Ltd. He is also interested in business strategy. An avid quizzer, he is a long time member of K Circle, one of the oldest quiz clubs in the country. His special interests in quiz are history, mythology, Science and Literature.
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