Experiential Marketing: A Practical Guide to Interactive Brand Experiences (BOK)

Shaz Smilansky

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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 This outdated approach to marketing communications is dying, and fast.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.

Produktfakta

Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 2009 Forfatter Shaz Smilansky
Forlag
INGRAM INTERNATIONAL INC
ISBN 9780749452759
Antall sider 272 Dimensjoner 16,4cm x 24,1cm x 2cm
Vekt 562 gram Leverandør Bertram Trading Ltd
Emner og form Sales & marketing