000			nam a22 4500
999			_c120569 _d120569
003			OSt
005			20210317134347.0
008			200602b ||||| |||| 00| 0 eng d
020			_a9780749480967
040			_c
082			_a658.8 _bSMI
100			_aSmilansky, Shirra _948226
245			_aExperiential Marketing: A Practical Guide to Interactive Brand Experiences
250			_a2nd ed
260			_bKogan Page Limited _c2017 _aLondon
300			_a304p
500			_aPart 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
600			_aBranding (Marketing) - Target marketing _948227
942			_2ddc _cLB _k658.8 _mSMI