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The plan of the project is to dwell on customer experience and bring the 7 important topics along with it which are marketing communication tools, media strategies, creative strategies, consumer behavior in communication process, measuring effectiveness of marketing communication, integrated marketing communications concept in setting promotional objectives and advertising budget and market segmentation and brand positioning as per marketing communication. It is done for presenting a literature review on customer experience. The structure of the literature review is also formed likewise. Title of 5 journals and 2 text books that we r going to use in assignment are as follows-Books-Reason, B., Løvlie, L. and Flu, M.B., 2015. Service design for business: A practical guide to optimizing the customer experience. John Wiley & Sons.Shaw, C. and Hamilton, R., 2016. The Intuitive Customer: 7 Imperatives For Moving Your Customer Experience to the Next Level. Springer.
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