Experiential marketing: cómo conseguir que los clientes identifiquen en su marca

Description

Esta obra nos presenta un enfoque revolucionario del márketing, cuyo objetivo fundamental es la creación de experiencias holísticas en los clientes por medio de marcas que lleven asociadas percepciones sensoriales, afectivas y creativos y que les hablen de un estilo de vida. La identidad visual, la comunicación, la presencia de los productos, los sitios web y el servicio son elementos de los que se valen las empresas pioneras en este campo. El libro ofrece un marco estratégico junto con herramientas para la puesta en práctica de este nuevo concepto de márketing cuya idea fundamental es generar experiencias sensoriales (sensaciones), afectivas (sentimientos) y cognitivo-creativas (pensamientos), experiencias físicas y de estilo de vida (actuaciones) y experiencias de identificación social con un grupo o cultura de referencia (relaciones). El autor piensa que el humor estimula la creatividad, el pensamiento dialéctico y una forma nueva de ver las cosas. Por eso ha tratado de impregnar todo el texto de sentido del humor; a ello contribuye el personaje de Laura Brown, que aparece al final de cada capítulo para dejar oír su voz crítica y penetrante.

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Other editions

• 

  Experiential Marketing: Integrated Theory & Strategic Application

  • 2022-01-12
  • 232 pages
  • Ebook
  • SAGE
• 

  Experiential Marketing: Case Studies in Customer Experience

  • 2020-12-28
  • 332 pages
  • Ebook
  • Routledge
• 

  Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es

  • 2019-01-28
  • 278 pages
  • Ebook
  • Routledge
• 

  Experiential Marketing: A Practical Guide to Interactive Brand Experiences

  • 2017-12-03
  • 320 pages
  • Ebook
  • Kogan Page Publishers

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