02542cam a22003258i 450000100090000000300040000900500170001300800410003001000170007102000180008804000230010604200080012905000280013708200210016510000180018624500850020425000120028926300090030126400350031030000270034533600260037233700280039833800270042652014540045365000740190765000640198165000220204565000280206777601210209521625238OSt20220407150832.0200724s2021    nyu           000 0 eng    a  2020033993  a9780367900922  aDLCbengerdacDLC  apcc00aHF5415.1255b.B378 202100a658.82721bBATW1 aBatat, Wided.10aExperiential marketing :bcase studies in customer experience /cBy Wided Batat.  a1st ed.  a2103 1aNew York :bRoutledge ;c2021.  aXiv, 331p. ;c24.5 cm.  atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  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. 0aThe customer experience in the sports events and entertainment sector 0aThe customer experience in the banking and insurance sector 0aTarget marketing. 0aRelationship marketing.08iOnline version:aBatat, Wided,tExperiential marketingdNew York : Routledge, 2021.z9781003022565w(DLC) 2020033994