LEADER 03080nam 2200529 450 001 9910136773803321 005 20231107062632.0 010 $a1-119-14588-0 035 $a(Au-PeEL)EBL4462539 035 $a(CaPaEBR)ebr11189931 035 $a(CaONFJC)MIL909406 035 $a(OCoLC)945976502 035 $a(CaSebORM)9781119145875 035 $a(MiAaPQ)EBC4462539 035 $a(EXLCZ)993710000000635589 100 $a20160111h20162016 uy| 0 101 0 $aeng 135 $aurun#|||uuuuu 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aExperiential marketing $esecrets, strategies, and success stories from the world's greatest brands /$fKerry Smith, Dan Hanover 210 1$aHoboken, New Jersey :$cJohn Wiley & Sons,$d[2016] 210 4$dİ2016 215 $aix, 214p. ;$cill. (b&w) 225 1 $aTHEi Wiley ebooks 300 $aDescription based upon print version of record. 311 $a1-119-17668-9 311 $a1-119-14587-2 320 $aIncludes bibliographical references and index. 327 $aThe rise of the experience -- The psychology of engagement -- Developing an experiential strategy -- Anatomy of an experiential marketing campaign -- Digital plus live -- Experience design -- Proving performance and measurement -- The 10 habits of highly experiential brands -- The vocabulary of experiences -- Converting to an experience brand. 330 $aThe most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach--including Coca-Cola, Nike, Microsoft, American Express and others--open the next chapter of marketing...as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes. 410 0$aTHEi Wiley ebooks. 606 $aTarget marketing 606 $aBranding (Marketing) 615 0$aTarget marketing. 615 0$aBranding (Marketing) 676 $a658.8 700 $aSmith$b Kerry$f1963-$0886874 702 $aHanover$b Dan$f1973- 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910136773803321 996 $aExperiential marketing$91980551 997 $aUNINA