Experiential Marketing Av Kerry Smith, Dan Hanover

<p><b>The most researched, documented, and comprehensive manifesto on experiential marketing.</b></p><p>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. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences.</p><p>Experiential marketing, 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 as the very companies that built their brands on the old Madison Avenue approach¿including Coca-Cola, Nike, Microsoft, American Express and others¿open the next chapter of marketing. . . as experiential brands.</p><p>Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands span