{"id":45,"date":"2006-06-15T09:22:10","date_gmt":"2006-06-15T09:22:10","guid":{"rendered":"https:\/\/visionarymarketing.wordpress.com\/2006\/06\/15\/sneak-preview-into-forthcoming-book-by-cova-and-caru-on-customer-experience-marketing-cem\/"},"modified":"2020-11-06T07:26:38","modified_gmt":"2020-11-06T06:26:38","slug":"customer-experience-marketing-cem","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/","title":{"rendered":"Customer Experience Marketing (CEM) Book – a sneak preview"},"content":{"rendered":"

<\/b><\/p>\n

This is a sneak preview into the forthcoming Customer Experience Management opus by\u00a0Caru, A. and Cova, B:\u00a0<\/em>\u00a0Consuming Experience<\/a> published by Routledge in London.<\/em><\/p>\n

Customer Experience Marketing (CEM) Book – a sneak preview<\/h2>\n
\"Customer
Customer Experience Marketing (CEM) Book – a sneak preview<\/figcaption><\/figure>\n

Consuming Experience – Book Description by Routledge<\/h3>\n

This book covers the \u2018hot topic\u2019 of experiential consumption in an accessible manner and from a unique industry perspective which is not used in any other book. It highlights the idea that an experience is not something that can be readily managed by firms and is not limited to the market: an individual\u2019s daily life is made up of consuming experiences that can occur with or without a market relation.<\/p>\n

\"consuming
consuming experience<\/figcaption><\/figure>\n

Offering an overview of the consumption experience, it outlines a continuum of experiences of consumption that consumers go through, including:<\/p>\n

those that are mainly constructed by consumers around small items that comprise their daily life, such as organic products and non-profit or local associations
\nthose that have been co-developed by companies and consumers: tourism or adventure projects, rock concerts and cultural events
\nthose that have been largely developed by the companies where consumers are immersed in a hyper-real context such as fashion, sports brands, edutainment and retail.
\nBroad and comprehensive, this book provides a challenging vision of the consumption experience, which is an invaluable tool for all those studying marketing and consumer behaviour.<\/p>\n

<\/em><\/p>\n

Preface: Customer experience management<\/h3>\n

<\/p>\n

<\/p>\n

Marketing theory and practice have been marked since the early 2000s by the rise of so-called called experiential approaches, whose roots go back more than 20 years. These approaches have provided a timely response to the major changes affecting consumption in our Western societies and forcing companies in turn to revisit their marketing efforts.<\/p>\n

In reaction to this evolution, some observers have started to espouse the idea of a new marketing panacea they call experiential marketing, or the marketing of experiences. Unfortunately, and as has far too often been the case in the field of marketing, this new panacea tends to reduce the notion of experience to something that is simple and can be readily managed by firms.<\/p>\n

This is because it focuses more on the modalities by which companies create experiences, and less on trying to understand complex nature of consumers\u2019 actual consumption experiences and\/or how they interact with the corporate product offers generating such experiences.<\/p>\n

<\/p>\n


\nFaced with this state of affairs and bolstered by a whole group of Euro-Mediterranean researchers who all share the same critical analysis (one based on a postmodern approach to consumption and marketing), we have designed a book project offering an overview of the consumption experience.<\/p>\n

This vision is broader and more comprehensive than the one conveyed by experiential marketing without neglecting the marketing dimensions involved. In other words, this is neither a book about consumers\u2019 experiential behaviour nor a manual on experiential marketing, but a work that tries to embrace all of the modulations that can exist between a consumer and a company during the production of a consumption experience. In short, this book is written in such a way as to be accessible and didactic without falling prey to a \u2018how to do\u2019 approach.<\/p>\n

<\/p>\n

Since the very beginning of this project, we have tried to promote research involving French and Italian institutions. Studies in these fields have rarely been translated into English, despite their important contribution to knowledge about the consumption experiences.<\/p>\n

To only mention a few of the most prolific institutions in consumption experience research: in France, IAE in Dijon (tied to the University of Burgundy), ESCP-EAP (Paris) and Euromed (Marseilles); and in Italy, Bocconi University (Milan) and the University of Pisa\u2019s Economics Department. Nine of the authors are Italian and eight French.<\/p>\n

This should not be construed as meaning that the book is trying to push, come what may, some sort of Euro-Mediterranean consumption experience model in opposition to a North American one.<\/p>\n

Three of its authors, and fairly significant ones at that, come from North America (one from Kellogg School of Management in Chicago, one from Schulich School of Business in Toronto and one from the Norton School of Family and Consumer Sciences in Tucson, Arizona). Moreover, the chapter bibliographies are largely filled with Anglo-American contributions to this subject.<\/p>\n

<\/p>\n

Lastly, this project could never have taken shape with the very constructive input received from Routledge\u2019s Francesca Heslop; the help of our translators Mike Hammersley and Alan Sitkin; and the kind support of our colleagues, notably the ESRC Seminar Series on Critical Marketing\u2019s six founding members (Miriam Catterall, Christina Goulding, Pauline Maclaran, Richard Elliott, Mike Saren, Avi Shankar), plus Annamma Joy and Michael Gibbert, to whom we extend our most heartfelt thanks.<\/p>\n

*> ===========TABLE OF CONTENTS<\/b><\/p>\n

PART ONE: SETTING UP THE SCENE OF THE CONSUMER EXPERIENCE<\/p>\n

    \n
  • Chapter 1: \u201cConsuming Experiences: An Introduction\u201d\u00a0Antonella Car\u00f9 & Bernard Cova<\/li>\n
  • Chapter 2: \u201cAgents in Paradise: Experiential Co-Creation through Emplacement, Ritualization, and Community”\u00a0John F. Sherry Jr., Robert V. Kozinets and Stefania Borghini<\/li>\n
  • Chapter 3: \u201cConsumer Immersion in an Experiential Context\u201d\u00a0Antonella Car\u00f9 & Bernard Cova<\/li>\n<\/ul>\n

    PART TWO: CUSTOMER DRIVEN EXPERIENCES<\/p>\n

      \n
    • Chapter 4: \u201cI Feel Good \u2013 Who Needs the Market? Struggling and Having Fun with Consumer-Driven Experiences\u201d\u00a0V\u00e9ronique Cova & Eric R\u00e9my<\/li>\n
    • Chapter 5: \u201cConsumption Experiences and Product Meanings. Pasta for Young Italian Consumers:\u201d\u00a0Daniele Dalli & Simona Romani<\/li>\n
    • Chapter 6: \u201cThe Blandness and Delights of a Daily Object\u201d\u00a0Beno\u00eet Heilbrunn<\/li>\n<\/ul>\n

      PART THREE: CO-DRIVEN EXPERIENCES<\/p>\n

        \n
      • Chapter 7: \u201cConsumption Experience, Self-Narrative and Self-Identity: The Example of Trekking\u201d\u00a0Richard Ladwein<\/li>\n
      • Chapter 8: \u201cThe Drivers of Hedonic Consumption Experience: A Semiotic Analysis of Rock Concerts\u201d\u00a0Chiara Santoro & Gabriele Troilo<\/li>\n
      • Chapter 9: \u201cFashion as the Ultimate Experiential Object: the Case of Issey Miyake\u2019s A-POC Brand\u201d\u00a0Patrick Hetzel<\/li>\n<\/ul>\n

        PART FOUR: COMPANY DRIVEN EXPERIENCES<\/p>\n

          \n
        • Chapter 10: \u201cConverging Industries through Experience: Lessons from Edutainment\u201d\u00a0Stefano Podest\u00e0 & Michela Addis<\/li>\n
        • Chapter 11: \u201cHow Value-Based Brands Create Valuable Experiences: the Case of Sports Brands\u201d\u00a0Vanni Codeluppi<\/li>\n
        • Chapter 12: \u201cReenchantment of Retailing: Towards Utopian Islands\u201d\u00a0Olivier Badot & Marc Filser<\/li>\n<\/ul>\n

          CONCLUSION<\/p>\n

            \n
          • Chapter 13: \u201cConsuming Experiences: Retrospect and Prospects\u201d\u00a0Eric Arnould<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

            This is a sneak preview into the forthcoming Customer Experience Management opus by\u00a0Caru, A. and Cova, B:\u00a0\u00a0Consuming Experience published by Routledge in London. Customer Experience Marketing (CEM) Book – a sneak preview Consuming Experience – Book Description by Routledge This book covers the \u2018hot topic\u2019 of experiential consumption in an accessible manner and from a …<\/p>\n","protected":false},"author":2,"featured_media":58859,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4078],"tags":[],"class_list":["post-45","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm-cx"],"yoast_head":"\nCustomer Experience Marketing (CEM) Book - a sneak preview<\/title>\n<meta name=\"description\" content=\"This is a sneak preview into the forthcoming Customer Experience Management opus by\u00a0Caru, A. and Cova, B:\u00a0\u00a0Consuming Experience\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Experience Marketing (CEM) Book - a sneak preview\" \/>\n<meta property=\"og:description\" content=\"This is a sneak preview into the forthcoming Customer Experience Management opus by\u00a0Caru, A. and Cova, B:\u00a0\u00a0Consuming Experience\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:author\" content=\"http:\/\/facebook.com\/ygourven\" \/>\n<meta property=\"article:published_time\" content=\"2006-06-15T09:22:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-11-06T06:26:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/06\/consuming-experience.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"520\" \/>\n\t<meta property=\"og:image:height\" content=\"340\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Yann Gourvennec\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yann Gourvennec\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2006\\\/06\\\/15\\\/customer-experience-marketing-cem\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2006\\\/06\\\/15\\\/customer-experience-marketing-cem\\\/\"},\"author\":{\"name\":\"Yann Gourvennec\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"headline\":\"Customer Experience Marketing (CEM) Book – a sneak preview\",\"datePublished\":\"2006-06-15T09:22:10+00:00\",\"dateModified\":\"2020-11-06T06:26:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2006\\\/06\\\/15\\\/customer-experience-marketing-cem\\\/\"},\"wordCount\":1024,\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2006\\\/06\\\/15\\\/customer-experience-marketing-cem\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2006\\\/06\\\/consuming-experience.jpg\",\"articleSection\":[\"CRM and CX\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2006\\\/06\\\/15\\\/customer-experience-marketing-cem\\\/\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2006\\\/06\\\/15\\\/customer-experience-marketing-cem\\\/\",\"name\":\"Customer Experience Marketing (CEM) Book - a sneak preview\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2006\\\/06\\\/15\\\/customer-experience-marketing-cem\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2006\\\/06\\\/15\\\/customer-experience-marketing-cem\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2006\\\/06\\\/consuming-experience.jpg\",\"datePublished\":\"2006-06-15T09:22:10+00:00\",\"dateModified\":\"2020-11-06T06:26:38+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"description\":\"This is a sneak preview into the forthcoming Customer Experience Management opus by\u00a0Caru, A. and Cova, B:\u00a0\u00a0Consuming Experience\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2006\\\/06\\\/15\\\/customer-experience-marketing-cem\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2006\\\/06\\\/15\\\/customer-experience-marketing-cem\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2006\\\/06\\\/15\\\/customer-experience-marketing-cem\\\/#primaryimage\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2006\\\/06\\\/consuming-experience.jpg\",\"contentUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2006\\\/06\\\/consuming-experience.jpg\",\"width\":520,\"height\":340},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2006\\\/06\\\/15\\\/customer-experience-marketing-cem\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Customer Experience Marketing (CEM) Book – a sneak preview\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/\",\"name\":\"Marketing and Innovation\",\"description\":\"Independent News Website, Since 1996\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\",\"name\":\"Yann Gourvennec\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"caption\":\"Yann Gourvennec\"},\"description\":\"Yann Gourvennec created visionarymarketing.com in 1996. He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.\",\"sameAs\":[\"https:\\\/\\\/visionarymarketing.com\",\"http:\\\/\\\/facebook.com\\\/ygourven\",\"http:\\\/\\\/linkedin.com\\\/in\\\/ygourven\",\"https:\\\/\\\/x.com\\\/ygourven\",\"https:\\\/\\\/www.youtube.com\\\/c\\\/visionarymarketingagency\"],\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/author\\\/yann-gourvennec\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Customer Experience Marketing (CEM) Book - a sneak preview","description":"This is a sneak preview into the forthcoming Customer Experience Management opus by\u00a0Caru, A. and Cova, B:\u00a0\u00a0Consuming Experience","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/","og_locale":"en_US","og_type":"article","og_title":"Customer Experience Marketing (CEM) Book - a sneak preview","og_description":"This is a sneak preview into the forthcoming Customer Experience Management opus by\u00a0Caru, A. and Cova, B:\u00a0\u00a0Consuming Experience","og_url":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/","og_site_name":"Marketing and Innovation","article_publisher":"https:\/\/www.facebook.com\/vismktg","article_author":"http:\/\/facebook.com\/ygourven","article_published_time":"2006-06-15T09:22:10+00:00","article_modified_time":"2020-11-06T06:26:38+00:00","og_image":[{"width":520,"height":340,"url":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/06\/consuming-experience.jpg","type":"image\/jpeg"}],"author":"Yann Gourvennec","twitter_card":"summary_large_image","twitter_creator":"@ygourven","twitter_site":"@ygourven","twitter_misc":{"Written by":"Yann Gourvennec","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/#article","isPartOf":{"@id":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/"},"author":{"name":"Yann Gourvennec","@id":"https:\/\/visionarymarketing.com\/en\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e"},"headline":"Customer Experience Marketing (CEM) Book – a sneak preview","datePublished":"2006-06-15T09:22:10+00:00","dateModified":"2020-11-06T06:26:38+00:00","mainEntityOfPage":{"@id":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/"},"wordCount":1024,"image":{"@id":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/#primaryimage"},"thumbnailUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/06\/consuming-experience.jpg","articleSection":["CRM and CX"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/","url":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/","name":"Customer Experience Marketing (CEM) Book - a sneak preview","isPartOf":{"@id":"https:\/\/visionarymarketing.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/#primaryimage"},"image":{"@id":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/#primaryimage"},"thumbnailUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/06\/consuming-experience.jpg","datePublished":"2006-06-15T09:22:10+00:00","dateModified":"2020-11-06T06:26:38+00:00","author":{"@id":"https:\/\/visionarymarketing.com\/en\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e"},"description":"This is a sneak preview into the forthcoming Customer Experience Management opus by\u00a0Caru, A. and Cova, B:\u00a0\u00a0Consuming Experience","breadcrumb":{"@id":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/#primaryimage","url":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/06\/consuming-experience.jpg","contentUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/06\/consuming-experience.jpg","width":520,"height":340},{"@type":"BreadcrumbList","@id":"https:\/\/visionarymarketing.com\/en\/2006\/06\/15\/customer-experience-marketing-cem\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/visionarymarketing.com\/en\/"},{"@type":"ListItem","position":2,"name":"Customer Experience Marketing (CEM) Book – a sneak preview"}]},{"@type":"WebSite","@id":"https:\/\/visionarymarketing.com\/en\/#website","url":"https:\/\/visionarymarketing.com\/en\/","name":"Marketing and Innovation","description":"Independent News Website, Since 1996","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/visionarymarketing.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/visionarymarketing.com\/en\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e","name":"Yann Gourvennec","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","url":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","caption":"Yann Gourvennec"},"description":"Yann Gourvennec created visionarymarketing.com in 1996. He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/en\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/posts\/45","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/comments?post=45"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/posts\/45\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/media\/58859"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/media?parent=45"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/categories?post=45"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/tags?post=45"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}