{"product_id":"9780132704922","title":"Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences","description":"\u003ci\u003e“\u003c\/i\u003e \u003ci\u003eWe’re now hip-deep, if not drowning, in the ‘experience  economy.‘ Here‘s the smartest book I‘ve read so far that can actually  help get your brand to higher ground, fast. And it‘s written by people  who not only drew the map, but blazed these trails in the first place.”\u003c\/i\u003e \u003cbr\u003e –Brian Collins, Executive Creative Director, Ogilvy \u0026amp; Mather Worldwide Brand Integration Group\u003cbr\u003e \u003cbr\u003e  In a market economy characterized by commoditized products and global  competition, how do companies gain deep and lasting loyalty from their  customers? The key, this book argues, is in providing meaningful  customer experiences.\u003cbr\u003e \u003cbr\u003e Writing in the tradition of Louis Cheskin, one of the founding fathers of market research, the authors of \u003ci\u003eMaking Meaning\u003c\/i\u003e  observe, define, and describe the meaningful customer experience. By  consciously evoking certain deeply valued meanings through their  products, services, and multidimensional customer experiences, they  argue, companies can create more value and achieve lasting strategic  advantages over their competitors. A few businesses are already  discovering this approach, but until now no one has articulated it in  such a persuasive and practical way. \u003ci\u003eMaking Meaning\u003c\/i\u003e not only  encourages businesses to adopt an innovation process that’s centered on  meaning, it also tells you how. The book outlines a plan of action and  describes the attributes of a meaning-centric innovation team. With  insightful real-world examples drawn from the Cheskin company's  experience and from the authors' observations of the contemporary  global market, this book outlines a plan of action and describes the  attributes of a meaning-centric innovation team.\u003cbr\u003e \u003cbr\u003e Meaningful  experiences—as distinct from trivial ones—reinforce or transform the  customer’s sense of purpose and significance. The authors’ vision of a  world of meaningful consumption is idealistic, but don’t be fooled:  this is a straightforward business book with an eye on the ROI. It  shows how to bring R\u0026amp;D, design, and marketing together to  create  deeper and richer experiences for your customers.  \u003ci\u003eMaking Meaning: How Successful Businesses Deliver Meaningful Customer Experiences\u003c\/i\u003e  is an engaging and practical book for business leaders, explaining how  their companies can create more meaningful products and services to  better achieve their goals.\u003cbr\u003e","brand":"Pearson Education","offers":[{"title":"Default Title","offer_id":47147998642416,"sku":"9780132704922","price":31.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780132704922_p0.jpg?v=1763641172","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780132704922","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}