000			02822cam a2200301 i 4500
001			10054325
003			CaAEU
005			20240625143602.0
008			210811t20222022enkak b 001 0 eng d
020			_a9781529742183
035			_a(OCoLC)1263339335 _z(OCoLC)1263341756
040			_aYDX _beng _erda _cTBS _dBDX _dUKMGB _dOCLCF _dOCLCO _dLDS _dOCLCO _dNLFNH _dCDX
041			_aeng
050		4	_aHF5415.1255 _b.L43 2022
100			_aLeahy, Rose _eauthor _923733
245	1	0	_aExperiential marketing _b: integrated theory & strategic application _c/ Rose Leahy, Pio Fenton, Holly Barry.
260			_aLondon ; Thousand Oaks, CA : Sage Publications, 2024.
300			_ax, 212 pages : _billustrations, charts, tables forms (black and white) ; _c25 cm.
504			_aIncludes bibliographical references and index.
505			_aThe experiential marketing environment — Origins of experiential marketing — The experiential concept — Experiences and relationship marketing — Brand management and experiential marketing — Experiential marketing and digital marketing — Experiential marketing implementation model — Integrating experiential marketing with the communications strategy — Budgeting for experiential marketing — Measuring the return of experiential marketing — Critical success factors for experiential marketing — Experiential marketing for the 21st century.
520			_aAt 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. The implementation model provided will help you develop robust campaigns that support overall marketing objectives and provide clarity on effectiveness to executives through a mechanism called Return on Integrated Experience (ROIE). Experiential Marketing faces new challenges in a post-Covid era – this book will be the basis for overcoming those challenges and providing opportunities to marketers everywhere.
650		0	_aBranding (Marketing) _96284
650		0	_aTarget marketing _92386
650		0	_aRelationship marketing _97636
700			_aFenton, Pio _eauthor _923735
700			_aBarry, Holly _eauthor _923736
942			_2lcc
999			_c4227 _d4227