Experiential Marketing: Case Studies in Customer Experience

This book provides an all-encompassing, practical, and conceptual map of contemporary experiential case studies, offering insights into this exciting approach to customer experience. It is a must-read for advanced undergraduate and postgraduate Marketing and Customer Experience students and practitioners, with expert testimonials, practical applied exercises, and the authors online videos providing theoretical foundations and concrete application.

Format: Paperback / softback
Length: 332 pages
Publication date: 28 December 2020
Publisher: Taylor & Francis Ltd

Experiential marketing has emerged as an essential tool for businesses across various sectors, offering a comprehensive and practical approach to enhancing customer experiences. This book provides a comprehensive roadmap of contemporary experiential case studies, offering valuable insights into this dynamic field. Spanning 12 key sectors, including technology, consumer goods, B2B, luxury, events, and tourism, the book showcases 36 international case studies from renowned brands such as Coca-Cola, Nutella, Chanel, NASA, The New York Times, Pfizer, and Amtrak. Through these examples, readers gain practical knowledge and skills in implementing experiential marketing tools and strategies. Expert testimonials, practical applied exercises, and online videos further enhance the learning experience, providing both theoretical foundations and concrete application. This book is a valuable resource for advanced undergraduate and postgraduate Marketing and Customer Experience students, as well as practitioners seeking to develop expertise in experiential marketing strategies and gain insights into how leading brands create exceptional customer experiences both online and offline. Supplemental online materials, including lecture slides, a test bank of questions, an instructors manual, and explanatory videos, further support the learning process.

Weight: 618g
Dimension: 246 x 197 x 29 (mm)
ISBN-13: 9780367900922