Experiential marketing : a practical guide to interactive brand experiences /
Smilansky, Shaz.
London : Kogan Page,
2010, c2009.
Includes bibliographical references (p. [258]-259) and index.
Why experiential? -- Outsourcing vs in-house -- BETTER -- IDEA -- Situation and background -- Experiential objectives -- Target audiences -- Message - key communication -- Experiential strategy -- Selected locations and Brand ambassadors -- Systems and mechanisms for measurement -- Action -- Gauging effectiveness -- Evaluation.
Branding (Marketing)
Target marketing.