Experience the Message: How Experiential Marketing Is Changing the Brand World
- ISBN-10
- 1551991691
- ISBN-13
- 9781551991696
- Category
- Business & Economics
- Pages
- 328
- Language
- English
- Published
- 2010-01-05
- Publisher
- McClelland & Stewart
- Author
- Max Lenderman
Description
Finalist for the National Business Book Award. Consumers have changed dramatically in the age of mass media, and the brand world is moving toward guerrilla and viral marketing to cut past the media clutter. In Experience the Message, Max Lenderman explains who the new marketers are, how they work, and why they matter. He guides us through today’s experiential marketing revolution, revealing how companies can interact with consumers in meaningful ways and what consumers can demand and expect.
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