Experiential Marketing In An Age Of Hyper Connectivity
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Experiential Marketing in an Age of Hyper-Connectivity
Author: Nadia Pomirleanu
language: en
Publisher: Cambridge Scholars Publishing
Release Date: 2022-02-22
This book will serve as a first-stop, academic resource for every scholar of experiential marketing, aspiring marketing and consumer behavior student, agency executive, professor, and experiential marketing practitioner. It is as rigorous as it is informative and can be used as an introductory reading for experiential marketing courses and seminars, and as a playbook for future research development in the experiential marketing domain. This book will help readers learn the state of customer experience and experiential marketing, understand the use of experiential marketing in specific contexts such as fashion or e-retail, and how to reach and expand a firm’s customer base using experiential promotional products. It includes cutting-edge sensory marketing developments that can be used in a firm’s customer experience strategy to create hedonic experiences. Overall, this book captures the essence of experiential marketing, the newest marketing paradigm.
Market Strategies in a Hyper-connected World
Author: Alessandro Arbore
language: en
Publisher: EGEA spa
Release Date: 2025-02-21T00:00:00+01:00
This book provides practitioners with the strategic insight needed to successfully navigate the ever-evolving trajectories of the digital era. Building on the integration of solid frameworks, it introduces a dynamic, iterative approach to market strategy --balancing boldness and innovation with sustainable and defensible actions. In fact, every change brings new opportunities as well as new risks: A leader must know when and how to start their own revolution, when and how to join someone else’s, and when and how to promote coevolution. Each chapter combines academic rigor with real-world examples, from understanding first- and second-mover advantages in today’s hyper connected world to leveraging AI technologies and customer-centric value creation. Readers will also discover actionable tools to optimize both offensive and defensive strategies in both mature and emerging markets. Designed for CMOs, marketing strategists, and business leaders more in general, this book serves as a comprehensive guide to mastering the delicate balance between market innovation and sustainable profitability --an enduring challenge in the quest to create and capture value.
Kellogg on Branding in a Hyper-Connected World
World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.