000			02766cam a22003738i 4500
001			21625238
003			OSt
005			20220407150832.0
008			200724s2021 nyu 000 0 eng
010			_a 2020033993
020			_a9780367900922
040			_aDLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF5415.1255 _b.B378 2021
082	0	0	_a658.827 _21 _bBATW
100	1		_aBatat, Wided. _928296
245	1	0	_aExperiential marketing : _bcase studies in customer experience / _cBy Wided Batat.
250			_a1st ed.
263			_a2103
264		1	_aNew York : _bRoutledge ; _c2021.
300			_aXiv, 331p. ; _c24.5 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
520			_a"Experiential marketing has become an indispensable tool for all types of businesses across multiple sectors. This book provides an all-encompassing, practical, and conceptual map of contemporary experiential case studies, which together offer insights into this exciting approach to customer experience. Experiential Marketing incorporates 36 international case studies from 12 key sectors, from technology, consumer goods, and B2B to luxury, events, and tourism sectors. With a selection of case studies from leading brands, such as Coca Cola, Nutella, Chanel, NASA, the New York Times, Pfizer, and Amtrak, the reader will learn and practice the experiential marketing tools and strategies through these examples. Expert testimonials, practical applied exercises, and the author's online videos provide both theoretical foundations and concrete application. This is a must-read for advanced undergraduate and postgraduate Marketing and Customer Experience students and an excellent teaching resource. It should also be of great use to and practitioners - particularly those studying for professional qualifications - who are interested in learning experiential marketing strategies and developing knowledge about the way big brands in different sectors are designing the customer experience online and offline. Online material includes lecture slides, a test bank of questions, instructor's manual and explanatory videos"-- _cProvided by publisher.
650		0	_aThe customer experience in the sports events and entertainment sector _928297
650		0	_aThe customer experience in the banking and insurance sector _928298
650		0	_aTarget marketing. _928299
650		0	_aRelationship marketing. _928300
776	0	8	_iOnline version: _aBatat, Wided, _tExperiential marketing _dNew York : Routledge, 2021. _z9781003022565 _w(DLC) 2020033994
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK _e1st _k658.827 BATW
999			_c222256 _d222256