Enhancing Marketing Performance through Customer Experience Management (CEM): Lesson from a Case Study in the Malaysia Cinema Industry
AbstractTraditional marketing management approaches to a certain extent fail to take into account the role of customer experience to improve organization performance. Due to many limitations posed by the traditional marketing approach, this paper makes a case for Customer Experience Management (CEM).
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This chapter was published in: Norizan M. Saad & Kaveh Abhari , , pages 547-569, 2010.
This item is provided by University of Primorska, Faculty of Management Koper in its series MIC 2010: Social Responsibility, Professional Ethics, and Management; Proceedings of the 11th International Conference, Ankara, 24–27 November 2010 [Selected Papers] with number 547-569.
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customer experience management; experiential marketing; marketing performance;
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