EXPERIENTIAL MARKETING: A PRACTICAL GUIDE TO INTERACTIVE By Shaz Smilansky Mint

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“Book is in Like New / near Mint Condition. Will include dust jacket if it originally came with ...
ISBN-10
0749452757
Book Title
Experiential Marketing: A Practical Guide to Interactive Brand
Genre
BUSINESS & ECONOMICS
ISBN
9780749452759
Categoría

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Product Identifiers

Publisher
Kogan Page, The Limited
ISBN-10
0749452757
ISBN-13
9780749452759
eBay Product ID (ePID)
70954030

Product Key Features

Number of Pages
272 Pages
Publication Name
Experiential Marketing : a Practical Guide to Interactive Brand Experiences
Language
English
Subject
Marketing / General, Consumer Guides, Consumer Behavior, Management, Advertising & Promotion
Publication Year
2009
Type
Not Available
Author
Shaz Smilansky
Subject Area
Reference, Business & Economics
Format
Hardcover

Dimensions

Item Height
0.8 in
Item Weight
19.9 Oz
Item Length
9.5 in
Item Width
6.5 in

Additional Product Features

LCCN
2008-039199
Dewey Edition
22
Reviews
"Smilansky has been able to look across the Atlantic and Pacific for her case study material and draws on this very well.... nicely presented and clearly written." -Field Marketing, "[A] robust platform for you to develop and measure your own brand experience plans." -- The CEO Refresher, "Smilansky has been able to look across the Atlantic and Pacific for her case study material and draws on this very well.... nicely presented and clearly written." - Field Marketing, "[A] complete and comprehensive guide to the subject, a must for those in charge of their business' marketing." -- Midwest Book Review, "[A] complete and comprehensive guide to the subject, a must for those in charge of their business' marketing." --Midwest Book Review
Illustrated
Yes
Dewey Decimal
658.827
Table Of Content
00: Introduction; 01: Why experiential?; 02: Outsourcing vs in-house; 03: BETTER; 04: IDEA; 05: Situation and background; 06: Experiential objectives; 07: Target audiences; 08: Message - key communication; 09: Experiential strategy; 10: Selected locations and Brand ambassadors; 11: Systems and mechanisms for measurement; 12: Action; 13: Gauging effectiveness; 14: Evaluation; 15: Interviews; 16: International case studies; 17: Conclusion
Intended Audience
Scholarly & Professional
Synopsis
Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast.Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give something back. The relationships between brands and their target audiences are being revolutionized. Experiential Marketing looks at the new experiential marketing era, which focuses on giving target audiences a fabulous brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, which are designed to bring brand personalities to life.This book demonstrates how experiential marketing fits in with the current marketing climate, and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners, and marketing students., Experiential marketing is an interactive two-way marketing communications tool, which aims to bring brands to life and communicate complex brand messages through interactive sensory experiences that should excite and engage the customer., Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. Consumer feel little emotional connection with these brands, and if they are persuaded to buy it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying--fast.To gain lasting customer loyalty, brands must give something back. In the new century, the relationships between brands and their target audiences are being revolutionized by "experiential" marketing tactics."Experiential Marketing "looks at the experiential marketing era, which focuses on giving target audiences a brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, communications which are designed to bring brand personalities to life.This book demonstrates how experiential marketing fits in with the current marketing climate and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertizing and marketing practitioners and marketing students., Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. Consumers feel little emotional connection with these brands, and if they are persuaded to buy it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying--fast. To gain lasting customer loyalty, brands must give something back. In the new century, the relationships between brands and their target audiences are being revolutionized by "experiential" marketing tactics. Experiential Marketing looks at the experiential marketing era, which focuses on giving target audiences a brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, communications which are designed to bring brand personalities to life. This book demonstrates how experiential marketing fits in with the current marketing climate and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners and marketing students.
LC Classification Number
HF5415.1255.S55 2008

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