Experiential Marketing: Integrated Theory & Strategic Application

Experiential marketing is an effective means of achieving corporate marketing objectives, with over 40 examples from brands such as Netflix, Lego, Coca Cola, Vans, Asics, and Sweaty Betty. This book resets the perspective on the experience as an effective means of achieving corporate marketing objectives in a structured, purposeful, and measurable way.

Format: Paperback / softback
Length: 232 pages
Publication date: 01 February 2022
Publisher: SAGE Publications Ltd

In a world where brand exposure is virtually limitless and advertising has reached unprecedented levels of personalization, how do brands manage to capture and retain consumers' attention? Amidst this competitive landscape, experiential marketing has emerged as a powerful tool for achieving corporate marketing objectives in a structured, purposeful, and measurable manner. This book, written by Rose Leahy, Pio Fenton, and Holly Barry, takes a fresh look at the experience as a catalyst for driving business success.

Featuring over 40 real-world examples from renowned brands like Netflix, Lego, Coca-Cola, Vans, Asics, and Sweaty Betty, this book revisits the theory behind experiential marketing and provides practical insights on how to integrate it effectively into other areas of marketing communications. The implementation model outlined in the book empowers marketers to create robust campaigns that align with overall marketing objectives and provide clear evidence of their effectiveness to executives through a metric called Return on Integrated Experience (ROIE).

However, the landscape of experiential marketing is not without its challenges, particularly in the post-COVID era. This book serves as a valuable resource for overcoming those challenges and unlocking new opportunities for marketers across the globe. With their combined expertise in marketing and industry, the authors offer valuable insights and practical strategies that will help brands stand out and succeed in today's dynamic marketplace.

Whether you are a marketing professional, business owner, or aspiring entrepreneur, this book is a must-read for anyone seeking to leverage the power of experiential marketing to drive business growth and achieve competitive advantage.

Weight: 402g
Dimension: 170 x 241 x 21 (mm)
ISBN-13: 9781529742183