Experiential Marketing
Experiential Marketing
Myths and Realities
₹355.50 ₹395.00 Save: ₹39.50 (10%)
Go to cartISBN: 9788130914756
Bind: Paperback
Year: 2010
Pages: 116
Size: 5.5 x 8.5 Inch
Publisher: Viva Books Originals
Sales Territory: Worldwide
Review:
"Recommended read for avid marketers in search of practical insights."
The Hindu Business Line
Description:
Marketing periodically makes huge changes in its course. Managing consumer experience is the key differentiator in the future for business organizations. However, little is understood about the principles of Experiential Marketing though several uninformed and partially informed opinions abound across the globe.
This book describes the key principles of Experiential Marketing. It has been written with both marketing practitioners and marketing students in mind. It lists the myths and realities of EM. Myths are exploded using critical thought and logical questioning about practical applications. Realities of EM are stated clearly, so that a reader can appreciate both the scope and the limitations of EM. The simple enunciation of EM principles in this book will help a marketer to plan and execute EM in his or her organization. The numerous examples clarify how EM can be applied effectively to all spheres of marketing ??? from executing the smallest of marketing tactics to designing the grandest strategic growth plans. For marketing students and academics, the theoretical premises of EM are briefly but well described in this book with copious references. Teachers can use this book and references to design a new elective in EM. Students can use this book as a stepping stone to set their research agenda in the field of EM.
Target Audience: Students of marketing, marketing professionals.
Contents:
Introduction • Myths Surrounding Experiential Marketing • Evolution of Marketing Focus in India • Turning to Experiential Marketing • Genesis of Experiential Marketing • The Brand Personality • The Consumer Self-Concept • The Emotional Aspects of Consumption • Historical Knowledge of Experiential Marketing • Experiential Marketing in the Present Day • What Experiential Marketing Is Not • Understanding the Experiential Consumer • Understanding Consumer Self-Concept • Self-Concept, Identities and Individual Values • Self-Concept and Values • Consumer Self-Concept and Congruity • Value-Congruity in Brand-Consumer Relationships • The Value-Congruity Relationship Theory • Scope and Nature of Experiential Marketing • What Are Experiences? • Assessing Experiences • Experiential Salience: Intensity of Experience • Experiential Salience: Nature of Experience • Experiential Marketing • Understanding the Experiential Mindspace • Levels in Experiential Marketing • Consumers as Co-producers • Experiential Communication and Delivery of Value • Distribution Challenges in EM • Complexities of Multichannel Marketing • Communication Challenges in EM • Experiential Additions to Consumer Value • Anchored Experiential Value-Additions • Anchor with Your Audience: Who Are You Communicating with? • Missing out on Post-Purchase as Part of Consumption Experience • Using Overt Actions to Convey Abstract Concepts • Experiential New Offerings • Route One: Competency-Centric Growth • Route Two: Profitability-Centric Growth • Route Three: EM-Centric Growth • What Have you Developed Within Your Organization? • Who is Your Consumer? • Who are Your Competitors? • Experiential Organizations • Characteristics of Experiential Employees • Characteristics of an Experiential Organization • How to Create an Experiential Organization • Who Should Create an Experiential Organization • How to Understand the Experiential Consumer • Personal Consumption Interviews • Videos • Personal Script Interviews • Ethnography • Means-end Chain Analysis
The Hindu Business Line
Newspaper - 25/Nov/2010
About the Author:
Dr. Subhashini Kaul, FPM (IIMA 2002-2007), PGDM (IIMA 1990-92) is the Head of CARMA?? ??? Center for Applied Research and Management Advancement at Cheiron People Consulting since January, 2010.
Dr. Kaul has been a consultant in the area of Marketing in a number of organizations across industries. Prior to joining CARMA??, Dr. Kaul was a Marketing faculty at the Indian Institute of Management, Ahmadabad. She is an NLP (Neuro Linguistic Programming) practitioner certified by The National Federation of Neuro Linguistic Psychology (Englewood, Florida, USA, 1999) and uses NLP for understanding consumer and employee experiential perceptions. She has several path-breaking research works on relationship and experiential marketing published in proceedings of international conferences as well as highly reputed national and international journals. At Cheiron People Consulting she has developed several state-of-the-art research based Experiential Programs in diverse areas of management application such as CARVES?? for services, DIALED?? for leadership etc. Her latest research contribution includes the Experiential Index which is increasingly being acclaimed across industries as a break-through measure to substitute consumer satisfaction and employee engagement surveys.
