Experiential Marketing: Integrated Theory and Strategic Application
Experiential Marketing: Integrated Theory and Strategic Application
Description
At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention?Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core feature of most marketing practices. This book resets the perspective on the experience as an effective means of achieving corporate marketing objectives in a way that is structured, purposeful and measurable. Featuring over 40 examples from brands such as Netflix, Lego, Coca Cola, Vans, Asics and Sweaty Betty, this book revisits the theory around this type of marketing and shows you how to better integrate experiential marketing with other areas of marketing communications.