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: Hardback
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?
Experiential marketing has emerged as a powerful tool in the marketing arsenal, offering a unique and effective way to achieve corporate marketing objectives. This book aims to reset the perspective on the experience as a strategic means of driving business growth, providing a structured, purposeful, and measurable approach.
Featuring over 40 examples from renowned brands like Netflix, Lego, Coca-Cola, Vans, Asics, and Sweaty Betty, this book revisits the theory and practice of experiential marketing. It demonstrates how to integrate experiential marketing seamlessly with other areas of marketing communications, creating robust campaigns that support overall marketing objectives and provide clear evidence of effectiveness to executives through a mechanism known as Return on Integrated Experience (ROIE).
In the post-COVID era, experiential marketing faces new challenges, but this book serves as a valuable guide for overcoming those obstacles and unlocking opportunities for marketers across the globe.
Written by experienced lecturers and researchers in the field of marketing, including Rose Leahy from Munster Technological University, Ireland, and Pio Fenton from the same institution, the book offers a comprehensive and practical perspective on experiential marketing.
Additionally, Holly Barry, a Brand Strategist at Barry Group, a leading wholesale distribution company in Cork, Ireland, contributes her insights and expertise to the book, providing valuable practical examples and case studies.
Whether you are a marketing professional, business owner, or aspiring entrepreneur, this book provides valuable insights and strategies for leveraging the power of experiential marketing to drive business success.

Weight: 550g
Dimension: 242 x 170 (mm)
ISBN-13: 9781529742190