{"product_id":"experiential-marketing-by-dan-hanover-9781119145875","title":"Experiential Marketing","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cstrong\u003eThe most researched, documented, and comprehensive manifesto on experiential marketing.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eAs customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences.\u003c\/p\u003e\n\n\u003cp\u003e\u003cem\u003eExperiential Marketing\u003c\/em\u003e, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world. The very companies that built their brands on the old Madison Avenue approach—including Coca-Cola, Nike, Microsoft, American Express and others—are now opening the next chapter of marketing as experiential brands.\u003c\/p\u003e\n\n\u003cp\u003eUsing hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes.\u003c\/p\u003e\n\n\u003cp\u003eYou’ll learn:\u003c\/p\u003e\n\n\u003cul\u003e\n    \u003cli\u003eThe history and fundamental principles of experiential marketing\u003c\/li\u003e\n    \u003cli\u003eHow top brands have reset marketing mixes as experience-driven portfolios\u003c\/li\u003e\n    \u003cli\u003eThe anatomy of a brand experience\u003c\/li\u003e\n    \u003cli\u003eThe psychology of engagement and experience design\u003c\/li\u003e\n    \u003cli\u003eThe 10 habits of highly experiential brands\u003c\/li\u003e\n    \u003cli\u003eHow to measure the impact of experiential marketing\u003c\/li\u003e\n    \u003cli\u003eHow to combine digital and social media in an experiential strategy\u003c\/li\u003e\n    \u003cli\u003eThe experiential marketing vocabulary\u003c\/li\u003e\n    \u003cli\u003eHow to begin converting to experiential marketing\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eMarketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Unknown","offers":[{"title":"Default Title","offer_id":46854512345324,"sku":"9781119145875","price":58.99,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/9781119145875.jpg?v=1759244935","url":"https:\/\/bookhero.co.nz\/products\/experiential-marketing-by-dan-hanover-9781119145875","provider":"Book Hero","version":"1.0","type":"link"}