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Experiential Marketing - Case Studies in Customer Experience (Paperback)
Loot Price: R1,337
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Experiential Marketing - Case Studies in Customer Experience (Paperback)
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Experiential marketing has become an indispensable tool for all
types of businesses across multiple sectors. This book provides an
all-encompassing, practical, and conceptual map of contemporary
experiential case studies, which together offer insights into this
exciting approach to customer experience. Experiential Marketing
incorporates 36 international case studies from 12 key sectors,
from technology, consumer goods, and B2B to luxury, events, and
tourism sectors. With a selection of case studies from leading
brands, such as Coca-Cola, Nutella, Chanel, NASA, The New York
Times, Pfizer, and Amtrak, the reader will learn and practice the
experiential marketing tools and strategies through these examples.
Expert testimonials, practical applied exercises, and the author's
online videos provide both theoretical foundations and concrete
application. This is a must-read for advanced undergraduate and
postgraduate Marketing and Customer Experience students and an
excellent teaching resource. It should also be of great use to
practitioners - particularly those studying for professional
qualifications - who are interested in learning experiential
marketing strategies and developing knowledge about the way big
brands in different sectors are designing the customer experience
online and offline. Online material includes lecture slides, a test
bank of questions, an instructor's manual, and explanatory videos.
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