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Experiential Marketing : A Practical Guide to Interactive Brand E
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- Book Title
- Experiential Marketing : A Practical Guide to Interactive Brand E
- ISBN
- 9780749452759
Über dieses Produkt
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
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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- c***m (448)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufWOW!; I cannot believe this 1 Week to Hawaii! ; AAA+++; Excellent Service; Great Pricing; Fast Delivery-Faster Than Expected to Hawaii!; Shipped 05/22 Received 06/02 Mon to Hawaii using free shipping; USPS Ground Mail, Hardback Book in Excellent Condition--Better Than Described ; Heavier than expected, TLC Packaging; Excellent Seller Communication, Sends updates . Highly Recommended!, Thank you very much!Un-American: the Incarceration of Japanese Americans During World (Nr. 376181103084)
- h***2 (1201)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufThe book arrived swiftly packaged in a protective plastic envelope, but it was a paperback not hardcover as listed. I contacted seller and they apologized, refunded me and suggested several things to do with the book after allowing me to keep it. I have gone ahead and ordered a hardcover from the same seller. I’m a repeat customer and hope to remain so. This mixup was a first, but I’m very impressed with their prompt response and professionalism. Kudos :)50 Charles M. Russell Paintings of the Old American West from the (Nr. 277117402401)
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Better World Books West
99,2% positive Bewertungen•1,6 Mio. Artikel verkauft
Angemeldet als gewerblicher Verkäufer
Beliebte Kategorien in diesem Shop
Verkäuferbewertungen (481.159)
- a***4 (327)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufThe book was in excellent condition, as described in the listing, and was excellently packaged, arriving in unblemished condition. The shipping time was very quick. While the listing showed the book with a dust jacket, the book did not come with one. I brought this to the attention of the seller, who responded to me right away, and was satisfied with the seller's explanation. I have to say that the service was in every way outstanding.
- c***m (448)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufWOW!; I cannot believe this 1 Week to Hawaii! ; AAA+++; Excellent Service; Great Pricing; Fast Delivery-Faster Than Expected to Hawaii!; Shipped 05/22 Received 06/02 Mon to Hawaii using free shipping; USPS Ground Mail, Hardback Book in Excellent Condition--Better Than Described ; Heavier than expected, TLC Packaging; Excellent Seller Communication, Sends updates . Highly Recommended!, Thank you very much!Un-American: the Incarceration of Japanese Americans During World (Nr. 376181103084)
- h***2 (1201)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufThe book arrived swiftly packaged in a protective plastic envelope, but it was a paperback not hardcover as listed. I contacted seller and they apologized, refunded me and suggested several things to do with the book after allowing me to keep it. I have gone ahead and ordered a hardcover from the same seller. I’m a repeat customer and hope to remain so. This mixup was a first, but I’m very impressed with their prompt response and professionalism. Kudos :)50 Charles M. Russell Paintings of the Old American West from the (Nr. 277117402401)