(Ebook PDF) Experiential Marketing A Practical Guide to Interactive Brand Experiences 1st edition by Shaz Smilansky 0749452757 978-0749452759 full chapters
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Authors:Shaz Smilansky , Series:Management [20] , Tags:Business & Economics; Advertising & Promotion; Consumer Behavior; Management; Marketing; Research , Author sort:Smilansky, Shaz , Ids:9780749456078 , Languages:Languages:eng , Published:Published:Feb 2009 , Publisher:Kogan Page Publishers , Comments:Comments: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 This outdated approach to marketing communications is dying, and fast.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.
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Product details:
ISBN-10 : 0749452757
ISBN-13 : 978-0749452759
Author : Shaz Smilansky
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 This outdated approach to marketing communications is dying–fast.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: A Practical Guide to Interactive Brand Experiences 1st Table of contents:
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19
Chapter 20
Chapter 21
Chapter 22
Chapter 23
Chapter 24
Chapter 25
Chapter 26
Chapter 27
Chapter 28
Chapter 29
Chapter 30
Chapter 31
Chapter 32
Chapter 33
Chapter 34
Chapter 35
Chapter 36
Chapter 37
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