Enhancing Marketing Performance through Customer Experience Management (CEM): Lesson from a Case Study in the Malaysia Cinema Industry

Norizan M. Saad and Kaveh Abhari
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Norizan M. Saad: Prince Sultan College for Tourism and Business, Saudi Arabia
Kaveh Abhari: University Sains, Malaysia

from University of Primorska, Faculty of Management Koper

Abstract: Traditional 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).

Keywords: customer experience management; experiential marketing; marketing performance (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:mgt:micp10:547-569

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