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Experiential marketing :a practical guide to interactive brand experiences /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Experiential marketing :/ Shirra Smilansky.
其他題名:	a practical guide to interactive brand experiences /
作者:	Smilansky, Shaz.
出版者:	New York :Kogan Page,2018.
面頁冊數:	xv,304 p. :ill. ;24 cm.
附註:	Revised edition of the author's Experiential marketing, 2009.
標題:	Branding (Marketing) -
ISBN:	9780749480967 (pbk.) :

Experiential marketing :a practical guide to interactive brand experiences /
Smilansky, Shaz.

Experiential marketing :a practical guide to interactive brand experiences /Shirra Smilansky. - 2nd ed. - New York :Kogan Page,2018. - xv,304 p. :ill. ;24 cm.

Revised edition of the author's Experiential marketing, 2009.

Includes bibliographical references and index.

An experiential revolution: the accelerating transformation of business and marketing -- What is experiential marketing? -- A whole new world : millennials, brand experiences and social media -- The experience economy is here -- Concept stores, the future of retail and pop-ups -- Digital experiences, artificial intelligence in marketing and merged realities -- The better creative model : how to create unique experiential marketing ideas -- Set message : an activation framework for your experiential marketing strategy -- Situation and background : exploring the business context for experiential marketing -- Experiential objectives : how to creatively define and set your goals -- Target audience : gathering holistic insights and understanding of your customers -- Message : key communication of your brand message using experiential marketing -- Experiential strategy: how to develop live brand experience strategies and frameworks -- Selected locations and brand ambassadors for your experiential marketing strategy -- Systems and mechanisms for measurement for experiential marketing planning -- Action : how to deliver and project manage live brand experiences -- Gauging effectiveness : creating a real-world test-and-learn approach for experiential marketing environments -- Evaluation : interpreting and monitoring tangible results from experiential marketing : an integrated approach is the way forward -- Conclusion: planning for the future of experiential marketing -- Index.

ISBN: 9780749480967 (pbk.) :NT772

LCCN: 2017043565Subjects--Topical Terms:

187439
Branding (Marketing)

LC Class. No.: HF5415.1255 / .S55 2018

Dewey Class. No.: 658.8/27

Experiential marketing :a practical guide to interactive brand experiences /
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