Experiential Marketing - Leahy, Rose;Fenton, Pio;Barry, Holly
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At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention?
Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core feature of most marketing practices. This book resets the perspective on the experience as an effective means of achieving corporate marketing objectives in a way that is structured, purposeful and measurable.
Featuring over 40 examples from brands such as Netflix, Lego, Coca Cola, Vans, Asics and…mehr

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Produktbeschreibung
At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention?

Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core feature of most marketing practices. This book resets the perspective on the experience as an effective means of achieving corporate marketing objectives in a way that is structured, purposeful and measurable.

Featuring over 40 examples from brands such as Netflix, Lego, Coca Cola, Vans, Asics and Sweaty Betty, this book revisits the theory around this type of marketing and shows you how to better integrate experiential marketing with other areas of marketing communications. The implementation model provided will help you develop robust campaigns that support overall marketing objectives and provide clarity on effectiveness to executives through a mechanism called Returnon Integrated Experience (ROIE).

Experiential Marketing faces new challenges in a post-Covid era - this book will be the basis for overcoming those challenges and providing opportunities to marketers everywhere.

Rose Leahy is a lecturer and research supervisor in the area of marketing in Munster Technological University, Ireland.

Pio Fenton is Head of Department of Marketing and International Business at Munster Technologicla University, Ireland.

Holly Barry is a Brand Strategist at Barry Group, a leading wholesale distribution company in Cork, Ireland.
Autorenporträt
Dr Rose Leahy is a lecturer and research supervisor in the area of marketing in Munster Technological University.  Rose is an experienced academic, who has presented at conferences both nationally and internationally, and who also has published papers in international journals.  Rose has over 20 years of teaching experience at third level to both undergraduate and postgraduate students and has also supervised many students successfully at both masters and doctorate level. She has extensive experience of working with companies and carrying out research for companies in the marketing discipline.