Artículos relacionados a Signature Experience: Art and Science of Customer Engagement...

Signature Experience: Art and Science of Customer Engagement for Fashion & Luxury Companies - Tapa blanda

 
9788885486591: Signature Experience: Art and Science of Customer Engagement for Fashion & Luxury Companies
Tapa blanda
ISBN 10: 8885486592 ISBN 13: 9788885486591
Editorial: Bocconi University Press, 2018

Sinopsis

The book vision is that fashion and luxury brands should “craft” the Customer Experience and the journey as they do with products, injecting creativity in all relevant touch-points. In crafting the experience not only physical and digital touch-points will be considered but we stress for the first time the importance of human touch-points. However crafting is not enough if the execution is not well engineered. The greatest challenge we underline is that the fashion and luxury organizations are usually divided into sylos (design, marketing, sales…) and more product-centric then consumer-centric. To become signature the customer journey should be the result of a new organisation design and company culture enabled by three factors: data and technology, people and organizational mechanisms and processes design and execution.

"Sinopsis" puede pertenecer a otra edición de este libro.

Acerca del autor

Stefania Saviolo, is currently Professor of Management and Technology at Bocconi University and SDA Bocconi School of Management - Milan, Italy. Since 2013 she has been Head of the Luxury & Fashion Knowledge Center at SDA Bocconi School of Management where in 2001 she also was the founding Director for the international Master in Fashion, Experience & Design Management. At Bocconi University she teaches fashion and luxury management at graduate level. She has gained expertise in brand management, product marketing and internationalization strategies as a senior management consultant for international fashion and luxury companies. In 2014 she launched the first ever MOOC (MOOC Massive Open Online Course) on fashion and luxury management on the American educational platform Coursera. She serves as board member in listed companies such as Stefanel, TXT, Natuzzi. She is the author and co-author of several books and articles on management, particularly in the luxury, fashion and design industries.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Bocconi University Press
Año de publicación
2018
Idioma
Inglés
ISBN 10 
8885486592
ISBN 13 
9788885486591
Encuadernación
Tapa blanda
Número de páginas
190
Editor
Saviolo Stefania
Contacto del fabricante
no disponible
Persona responsable
no disponible