Experiential marketing - or memorable customer experiences - is
proving a popular tool amongst businesses seeking to make an impact
in a competitive world. Yet the scramble to achieve a presence
among experience providers has led many companies to design and
implement experiential marketing without integrating it with their
overall marketing strategy. These companies often end up
dissatisfying their customers rather than delighting them. This
research anthology investigates different angles of experiential
marketing. The 16 chapters are organised in six sections. The first
section considers whether memorable customer experiences result
from the use of traditional marketing practices, perhaps
implemented more effectively than previously, or require entirely
new practices with new foundations that turn companies into
experience providers. Section two details ways businesses seek to
build brands through putting experiential marketing into practice,
while section three asks whether there are general principles that
can be applied to the design of customer experiences which ensure
successful outcomes whatever market you may operate in. Section
four examines how companies manage their customer experiences once
they have made the strategic decision to provide them, and section
five looks at methods available to evaluate the success of these
customer experiences. 'Experiential marketing changes everything!'
claim the management gurus, but is it really so significant that
not joining this race is dangerous? The last section of the book
offers a much needed critique of experiential marketing.
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