Experiential marketing in an age of hyper-connectivity : navigating the customer experience journey / edited by Nadia Pomirleanu, Babu John-Mariadoss and John Schibrowsky.

Format:

Book

Contributor:

Mariadoss, Babu John, editor.

Pomirleanu, Nadia, editor.

Schibrowsky, John, editor.

Language:

English

Subjects (All):

Branding (Marketing).

Customer relations.

Relationship marketing.

Physical Description:

1 online resource (176 pages)

Place of Publication:

Newcastle upon Tyne, United Kingdom : Cambridge Scholars Publishing, [2022]

Summary:

This book will serve as a first-stop, academic resource for every scholar of experiential marketing, aspiring marketing and consumer behavior student, agency executive, professor, and experiential marketing practitioner. It is as rigorous as it is informative and can be used as an introductory reading for experiential marketing courses and seminars, and as a playbook for future research development in the experiential marketing domain. This book will help readers learn the state of customer experience and experiential marketing, understand the use of experiential marketing in specific contexts such as fashion or e-retail, and how to reach and expand a firm's customer base using experiential promotional products. It includes cutting-edge sensory marketing developments that can be used in a firm's customer experience strategy to create hedonic experiences. Overall, this book captures the essence of experiential marketing, the newest marketing paradigm.

Notes:

Description based on print version record.

Other Format:

Print version: Pomirleanu, Nadia Experiential Marketing in an Age of Hyper-Connectivity

ISBN:

1-5275-8035-0