Experience the message : how experiential marketing is changing the brand world / Max Lenderman.

Includes bibliographical references and index.

Introduction : making friends with brands -- Ch. 1. Experiential marketing campaigns should clearly deliver a meaningful benefit to the consumer -- Ch. 2. Experiential marketing will be predicated on a one-on-one personal interaction between a marketer and a consumer -- Ch. 3. Experiential marketing will be authentic : this will mobilize the marketplace -- Ch. 4. Experiential marketing is based on engaging people in memorable ways -- Ch. 5. Experiential marketing will empower the individual consumer and unleash the power of grassroots evangelism -- Ch. 6. Experiential marketing will deliver relevant communication to consumers only where and when they are most responsive to them -- Ch. 7. Experiential marketing's goal is to succeed using innovative approaches and tactics to reach out to consumers in creative and compelling ways -- Ch. 8. Experiential marketing will make - or break - the brands of the future.

Experience the Message is an exciting guide to today's revolution in marketing that challenges long-held beliefs about how products are introduced and sustained on the consumer's highly cluttered radar screen. This book reveals how today's companies can use credible voices and sensory experiences to bring the brand; its essence and its benefits; to life, how a company stimulates interaction between the brand and consumers in meaningful locations, creating a positive and memorable association in places and at times where the consumer is most receptive to learning or interacting with a product or brand.

Machine converted from AACR2 source record.