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Bibliographic Details

Title: Experiential Marketing : A Practical Guide to Interactive Brand Experiences
Publisher: Kogan Page, Limited
Publication Date: 2009
Language: English
ISBN 10: 0749452757
ISBN 13: 9780749452759
Binding: Hardcover
Condition: Very Good
Weight: 1.241 pounds

About this title

Synopsis

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 This outdated approach to marketing communications is dying--fast.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 looks at the experiential marketing era, which focuses on giving target audiences a 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, communications 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.

About the Author

Shaz Smilansky is Director and founder of the UK-based experiential marketing agency Blazinstar Marketing. Blazinstar provides high-end, face-to-face campaigns for clients such as Nestl�, O2, Calvin Klein, MasterCard, and many more.

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Better World Books is a for-profit, socially conscious business and a global online bookseller that collects and sells new and used books online, matching each purchase with a book donation. Each sale generates funds for literacy and education initiatives in the U.S., the UK, and around the world. Since its launch in 2003, Better World Books has raised over $35 million for libraries and literacy, donated over 38 million books, and reused or recycled more than 475 million books.

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