Creating the marketing experience : new strategies for building relationships with your target market
著者
書誌事項
Creating the marketing experience : new strategies for building relationships with your target market
Thomson, c2005
- (alk. paper)
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注記
Above imprint: Racom Communications; American Marketing Association
Includes bibliographical references (p. 327-329) and index
内容説明・目次
内容説明
CREATING THE MARKET EXPERIENCE: NEW STRATEGIES FOR BUILDING RELATIONSHIPS WITH YOUR TARGET MARKET helps companies create and maintain an effective marketing experience. Noting that marketing productivity is on the decline due to saturation of sales messages, increased customer indifference, and easily copied competitive advantage, this cutting-edge book illustrates that people need to feel kinship with the product and the marketer. Packed with case studies, the book helps marketers create the contexts in which prospects can experience the brand on their own terms without an interrupting sales pitch. Combining the best of publicity/PR and marketing, the book reflects the growth of integrated marketing communications and the decline of paid marketing and media.
目次
1. Understanding the Marketing Experience 2. Defining the Role of Research in the Marketing Experience 3. Crafting the Marketing Experience Plan 4. Developing an Ongoing Marketing Experience 5. The Marketing Experience Casebook 6. Making the Marketing Experience Work 7. A Crash Course in Creating the Marketing Experience Bibliography
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