Experiential marketing : secrets, strategies, and success stories from the world's greatest brands / Kerry Smith, Dan Hanover.

Format:

Book

Author/Creator:

Smith, Kerry, 1963- author.

Hanover, Dan, 1973- author.

Series:

THEi Wiley ebooks.

THEi Wiley ebooks

Language:

English

Subjects (All):

Target marketing.

Branding (Marketing).

Physical Description:

ix, 214p. ; ill. (b&w)

Edition:

1st ed.

Place of Publication:

Hoboken, New Jersey : John Wiley & Sons, [2016]

System Details:

Access using campus network via VPN at home (THEi Users Only).

Summary:

The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach--including Coca-Cola, Nike, Microsoft, American Express and others--open the next chapter of marketing...as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes.

Contents:

The rise of the experience

The psychology of engagement

Developing an experiential strategy

Anatomy of an experiential marketing campaign

Digital plus live

Experience design

Proving performance and measurement

The 10 habits of highly experiential brands

The vocabulary of experiences

Converting to an experience brand.

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781119145882

1119145880

OCLC:

945976502