000 02009nam a22002057a 4500
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020 _a9781119812982
082 _a658.8342
_bHAR
100 _aHarles, Robert
_914443
245 _aHuman-driven experience:
_bthe battle for trust in the digital age
260 _bJohn Wiley & Sons Ltd.
_aChichester
_c2023
300 _axxii, 224 p.
365 _aUSD
_b39.95
520 _aIn 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)
650 _aConsumer behavior
_913243
650 _aConsumption (Economics)
_913207
650 _aBranding (Marketing)
_913560
942 _cBK
_2ddc
999 _c6192
_d6192