TY  - BOOK
AU  - Smilansky, Shirra
TI  - Experiential Marketing: A Practical Guide to Interactive Brand Experiences
SN  - 9780749480967
U1  - 658.8 
PY  - 2017///
CY  - London
PB  - Kogan Page Limited
KW  - Branding (Marketing) - Target marketing
N1  - Part I: An experiential revolution: the accelerating transformation of business and marketing
1.	What is experiential marketing?
2.	A whole new world : millennials, brand experiences and social media
3.	The experience economy is here
4.	Concept stores, the future of retail and pop-ups
5.	Digital experiences, artificial intelligence in marketing and merged realities
6.	The better creative model : how to create unique experiential marketing ideas
Part II:  Set Message : an activation framework for your experiential marketing strategy
7.	Situation and background : exploring the business context for experiential marketing
8.	Experiential objectives : how to creatively define and set your goals
9.	Target audience : gathering holistic insights and understanding of your customers
10.	Message : key communication of your brand message using experiential marketing
11.	Experiential strategy: how to develop live brand experience strategies and frameworks
12.	Selected locations and brand ambassadors for your experiential marketing strategy
13.	Systems and mechanisms for measurement for experiential marketing planning
14.	 Action : how to deliver and project manage live brand experiences
15.	Gauging effectiveness : creating a real-world test-and-learn approach for experiential marketing environments
16.	Evaluation : interpreting and monitoring tangible results from experiential marketing : an integrated approach is the way forward
17.	Conclusion: planning for the future of experiential marketing
ER  -