Experiential marketing : a practical guide to interactive brand experiences /: a practical guide to interactive brand experiences. (2017)

• Record Type: Book
• Further Information: Note: Shaz Smilansky.
• Authors: Smilansky, Shaz
• Contents: <ul style='padding-top:0;padding-left:0;list-style:none;'>Section - ONE: An Experiential Revolution – The Accelerating Transformation of Business and Marketing; <ul style='padding-top:0;list-style:none;'>Chapter - 01: What is Experiential Marketing?; Chapter - 02: A Whole New World – Millennials, Brand Experiences and Social Media ; Chapter - 03: The Experience Economy is Here; Chapter - 04: Concept Stores, the Future of Retail and Pop-Ups; Chapter - 05: Digital Experiences, Artificial Intelligence in Marketing and Merged Realities; Chapter - 06: The BETTER Creative Model – How to Create Unique Experiential Marketing Ideas; Section - TWO: SET MESSAGE – An Activation Framework for Your Experiential Marketing Strategy; <ul style='padding-top:0;list-style:none;'>Chapter - 07: Situation and Background – Exploring the Business Context for Experiential Marketing; Chapter - 08: Experiential Objectives – How to Creatively Define and Set Your Goals; Chapter - 09: Target Audience – Gathering Holistic Insights and Understanding of Your Customers; Chapter - 10: Message - Key Communication of Your Brand Message using Experiential Marketing; Chapter - 11: Experiential Strategy – How to Develop Live Brand Experience Strategies and Frameworks; Chapter - 12: Selected Locations and Brand Ambassadors for Your Experiential Marketing Strategy; Chapter - 13: Systems and Mechanisms for Measurement for Experiential Marketing Planning; Chapter - 14: Action – How to Deliver and Project Manage Live Brand Experiences; Chapter - 15: Gauging Effectiveness – Creating a Real-World Test and Learn Approach for Experiential Marketing Environments; Chapter - 16: Evaluation – Interpreting and Monitoring Tangible Results from Experiential Marketing; Section - THREE: What Next? Becoming an Experience Brand and Partnering with Specialists; <ul style='padding-top:0;list-style:none;'>Chapter - 17: Outsourcing Versus In-House Experiential Marketing Specialists; Chapter - 18: Planning for the Future of Experiential Marketing
• Edition: Second edition
• Publisher Details: London : KoganPage
• Publication Date: 2017
• Extent: 1 online resource
• Subjects: 658.827; Branding (Marketing); Target marketing
• Languages: English
• ISBNs: 9780749480974
• Related ISBNs: 9780749480967
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.