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portada Experiential Marketing: Integrated Theory & Strategic Application
Type
Physical Book
Publisher
Author
Language
English
Pages
232
Format
Hardcover
ISBN13
9781529742190
Edition No.
1

Experiential Marketing: Integrated Theory & Strategic Application

Leahy Rose; Fenton Pio; Barry Holly (Author) · Sage Publishing · Hardcover

Experiential Marketing: Integrated Theory & Strategic Application - Leahy Rose; Fenton Pio; Barry Holly

New Book Imported to Austria
Delivery: 08 Dec - 10 Dec Shipping: 13 to 14 business days.
317,17 €
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Synopsis "Experiential Marketing: Integrated Theory & Strategic Application "

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. 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. Rose Leahy is a lecturer and research supervisor in the area of marketing in Munster Technological University, Ireland. Pio Fenton is Head of Department of Marketing and International Business at Munster Technologicla University, Ireland. Holly Barry is a Brand Strategist at Barry Group, a leading wholesale distribution company in Cork, Ireland.

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The binding of this edition is Hardcover.

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