Experiential marketing : integrated theory & strategic application
Leahy, Rose
Experiential marketing : integrated theory & strategic application / Rose Leahy, Pio Fenton, Holly Barry. - London ; Thousand Oaks, CA : Sage Publications, 2024. - x, 212 pages : illustrations, charts, tables forms (black and white) ; 25 cm.
Includes bibliographical references and index.
The experiential marketing environment — Origins of experiential marketing — The experiential concept — Experiences and relationship marketing — Brand management and experiential marketing — Experiential marketing and digital marketing — Experiential marketing implementation model — Integrating experiential marketing with the communications strategy — Budgeting for experiential marketing — Measuring the return of experiential marketing — Critical success factors for experiential marketing — Experiential marketing for the 21st century.
At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention?
Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core feature of most marketing practices. This book resets the perspective on the experience as an effective means of achieving corporate marketing objectives in a way that is structured, purposeful and measurable.
Featuring over 40 examples from brands such as Netflix, Lego, Coca Cola, Vans, Asics and Sweaty Betty, this book revisits the theory around this type of marketing and shows you how to better integrate experiential marketing with other areas of marketing communications. The implementation model provided will help you develop robust campaigns that support overall marketing objectives and provide clarity on effectiveness to executives through a mechanism called Return on Integrated Experience (ROIE).
Experiential Marketing faces new challenges in a post-Covid era – this book will be the basis for overcoming those challenges and providing opportunities to marketers everywhere.
9781529742183
Branding (Marketing)
Target marketing
Relationship marketing
HF5415.1255 / .L43 2022
Experiential marketing : integrated theory & strategic application / Rose Leahy, Pio Fenton, Holly Barry. - London ; Thousand Oaks, CA : Sage Publications, 2024. - x, 212 pages : illustrations, charts, tables forms (black and white) ; 25 cm.
Includes bibliographical references and index.
The experiential marketing environment — Origins of experiential marketing — The experiential concept — Experiences and relationship marketing — Brand management and experiential marketing — Experiential marketing and digital marketing — Experiential marketing implementation model — Integrating experiential marketing with the communications strategy — Budgeting for experiential marketing — Measuring the return of experiential marketing — Critical success factors for experiential marketing — Experiential marketing for the 21st century.
At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention?
Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core feature of most marketing practices. This book resets the perspective on the experience as an effective means of achieving corporate marketing objectives in a way that is structured, purposeful and measurable.
Featuring over 40 examples from brands such as Netflix, Lego, Coca Cola, Vans, Asics and Sweaty Betty, this book revisits the theory around this type of marketing and shows you how to better integrate experiential marketing with other areas of marketing communications. The implementation model provided will help you develop robust campaigns that support overall marketing objectives and provide clarity on effectiveness to executives through a mechanism called Return on Integrated Experience (ROIE).
Experiential Marketing faces new challenges in a post-Covid era – this book will be the basis for overcoming those challenges and providing opportunities to marketers everywhere.
9781529742183
Branding (Marketing)
Target marketing
Relationship marketing
HF5415.1255 / .L43 2022
