TY  - BOOK
AU  - Smilansky,Shaz
TI  - Experiential marketing: a practical guide to interactive brand experiences 
SN  - 9780749480967 
U1  - 658.827 
PY  - 2018///
CY  - New Delhi
PB  - Kogan Page
KW  - Branding (Marketing)
KW  - Target marketing
N1  - Includes bibliographical references and index; An experiential revolution: the accelerating transformation of business and marketing -- What is experiential marketing? -- A whole new world : millennials, brand experiences and social media -- The experience economy is here -- Concept stores, the future of retail and pop-ups -- Digital experiences, artificial intelligence in marketing and merged realities -- The better creative model : how to create unique experiential marketing ideas -- Set message : an activation framework for your experiential marketing strategy -- Situation and background : exploring the business context for experiential marketing -- Experiential objectives : how to creatively define and set your goals -- Target audience : gathering holistic insights and understanding of your customers -- Message : key communication of your brand message using experiential marketing -- Experiential strategy: how to develop live brand experience strategies and frameworks -- Selected locations and brand ambassadors for your experiential marketing strategy -- Systems and mechanisms for measurement for experiential marketing planning -- Action : how to deliver and project manage live brand experiences -- Gauging effectiveness : creating a real-world test-and-learn approach for experiential marketing environments -- Evaluation : interpreting and monitoring tangible results from experiential marketing : an integrated approach is the way forward -- Conclusion: planning for the future of experiential marketing -- Index
ER  -