Experiential marketing : secrets, strategies, and success stories from the world's greatest brands / / Kerry Smith, Dan Hanover

• Autore: Smith Kerry <1963->
• Pubblicazione: Hoboken, New Jersey : , : John Wiley & Sons, , [2016]; ©2016
• Descrizione fisica: ix, 214p. ; : ill. (b&w)
• Disciplina: 658.8
• Soggetto topico: Target marketing; Branding (Marketing)
• Persona (resp. second.): HanoverDan <1973->
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: The 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.
• Sommario/riassunto: The 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.
• Titolo autorizzato: Experiential marketing
• ISBN: 1-119-14588-0
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910136773803321
• Lo trovi qui: Univ. Federico II
• Serie: THEi Wiley ebooks.