{"product_id":"experiential-marketing-9781119145875","title":"Experiential Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThe most researched, documented, and comprehensive manifesto on experiential marketing.      As 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eBefore We Begin ix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Rise of the Experience 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Experience R\/Evolution 3\u003c\/p\u003e \u003cp\u003eRecalibrating the Marketing Mix 7\u003c\/p\u003e \u003cp\u003eThe New Branding Frontier 14\u003c\/p\u003e \u003cp\u003eReference 15\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 The Psychology of Engagement 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Science Behind Relationships 19\u003c\/p\u003e \u003cp\u003eLearning Drives Understanding 24\u003c\/p\u003e \u003cp\u003eReferences 24\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Developing an Experiential Strategy 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConnection 26\u003c\/p\u003e \u003cp\u003eControl 34\u003c\/p\u003e \u003cp\u003eContent 42\u003c\/p\u003e \u003cp\u003eCurrency 49\u003c\/p\u003e \u003cp\u003eConversion 55\u003c\/p\u003e \u003cp\u003eStrategy First 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Anatomy of an Experiential Marketing Campaign 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRemarkable 63\u003c\/p\u003e \u003cp\u003eShareable 67\u003c\/p\u003e \u003cp\u003eMemorable 73\u003c\/p\u003e \u003cp\u003eMeasurable 75\u003c\/p\u003e \u003cp\u003eRelatable 77\u003c\/p\u003e \u003cp\u003ePersonal 81\u003c\/p\u003e \u003cp\u003eTargetable 83\u003c\/p\u003e \u003cp\u003eConnectable 85\u003c\/p\u003e \u003cp\u003eFlexible 88\u003c\/p\u003e \u003cp\u003eEngageable 91\u003c\/p\u003e \u003cp\u003eBelievable 95\u003c\/p\u003e \u003cp\u003eReference 98\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Digital Plus Live 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating a Wired Experience 100\u003c\/p\u003e \u003cp\u003eConnecting Online and Off 115\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Experience Design 117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating Living Stories 118\u003c\/p\u003e \u003cp\u003eBuilding an Experience 120\u003c\/p\u003e \u003cp\u003eBringing Brands to Life 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Proving Performance and Measurement 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMetrics That Matter 137\u003c\/p\u003e \u003cp\u003eBuilding Your Performance Plan 141\u003c\/p\u003e \u003cp\u003eThe Power of Touch 144\u003c\/p\u003e \u003cp\u003eBrands Making Headway 147\u003c\/p\u003e \u003cp\u003eThe Next Phase 149\u003c\/p\u003e \u003cp\u003ePractice Measurement Discipline 150\u003c\/p\u003e \u003cp\u003eReferences 153\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 The 10 Habits of Highly Experiential Brands 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe DNA of Experiences 156\u003c\/p\u003e \u003cp\u003eEmbracing Experiential 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 The Vocabulary of Experiences 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNew Marketing Features, Functions, and Terms 174\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Converting to an Experience Brand 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStep 1. Identify Your Fronts 187\u003c\/p\u003e \u003cp\u003eStep 2. Find and Align Partners 188\u003c\/p\u003e \u003cp\u003eStep 3. Select the Right Agency 189\u003c\/p\u003e \u003cp\u003eStep 4. Fix Your RFP Process 190\u003c\/p\u003e \u003cp\u003eStep 5. Beef Up Your Internal Teams 193\u003c\/p\u003e \u003cp\u003eStep 6. Create Value 193\u003c\/p\u003e \u003cp\u003eStep 7. Improve Lower-Funnel Results 194\u003c\/p\u003e \u003cp\u003eReference 195\u003c\/p\u003e \u003cp\u003eAcknowledgments 197\u003c\/p\u003e \u003cp\u003eAbout the Authors 199\u003c\/p\u003e \u003cp\u003eIndex 201 \u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48738356986199,"sku":"9781119145875","price":19.55,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119145875.jpg?v=1723811969","url":"https:\/\/bookcurl.com\/products\/experiential-marketing-9781119145875","provider":"Book Curl","version":"1.0","type":"link"}