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Experiential Marketing: A Practical Guide to Interactive Brand Experiences by Shirra Smilansky (Hardcover, 2009)

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 This outdated approach to marketing communications is dying, and fast.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

Product Identifiers

Publisher
Kogan Page LTD
ISBN-13
9780749452759
eBay Product ID (ePID)
92058777

Product Key Features

Author
Shirra Smilansky
Publication Name
Experiential Marketing: a Practical Guide to Interactive Brand Experiences
Format
Hardcover
Language
English
Subject
Advertising, Marketing
Publication Year
2009
Type
Textbook
Number of Pages
272 Pages

Dimensions

Item Height
241mm
Item Width
164mm
Item Weight
562g

Additional Product Features

Title_Author
Shirra Smilansky
Country/Region of Manufacture
United Kingdom

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Experiential Marketing: A Practical Guide to Interactive Brand Experiences by Shirra Smilansky (Hardcover, 2009)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Textbooks

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