Experience the Message: How Experiential Marketing Is Changing the Brand WorldMcClelland & Stewart, 05.01.2010 - 328 Seiten Finalist for the National Business Book Award. Consumers have changed dramatically in the age of mass media, and the brand world is moving toward guerrilla and viral marketing to cut past the media clutter. In Experience the Message, Max Lenderman explains who the new marketers are, how they work, and why they matter. He guides us through today’s experiential marketing revolution, revealing how companies can interact with consumers in meaningful ways and what consumers can demand and expect. |
Inhalt
INTRODUCTION | 1 |
EXPERIENTIAL MARKETING | 19 |
THE PAUPER KING | 25 |
EXPERIENCE AS BENEFIT BENEFIT AS TRANSFORMATION | 31 |
CAUSAL XM | 37 |
LITTLE THINGS THAT HELP | 45 |
EXPERIENTIAL MARKETING | 51 |
GETTING PERSONAL | 57 |
Andere Ausgaben - Alle anzeigen
Experience the Message: How Experiential Marketing Is Changing the Brand World Max Lenderman Keine Leseprobe verfügbar - 2007 |
Häufige Begriffe und Wortgruppen
advergame agency allow American Apparel audience blog bloggers brand ambassadors brand evangelists brand experience brand managers brand or product buzz agents buzz marketing called Camp Jeep cellphone cent clients Cluetrain Manifesto clutter co-creation commercial company's consumer experience consumer's conversation corporate create creative customer experience deliver demographics dialogue ence engage event marketing execs Experience Economy experiential marketing flash mobs friends gamers grassroots guerrilla marketing Ibid individual consumer industry innovation instance Internet Jeep jumping the shark keters keting kids launch lovemarks mall marketing and advertising marketing experience marketing messages marketplace mass marketing mass media million mobile movie on-line one-on-one Pop-up retail product placement prosumer reach recruit relevant sampling Scion screen social spread buzz strategies sumer Super Bowl tactics target teens television test drive text messaging thousand TiVo traditional marketing video games word-of-mouth