Experiential Marketing: A Practical Guide to Interactive Brand Experiences

Smilansky is an award-winning experiential marketing consultant, and she explains the fundamentals of her craft in this guide for marketing, advertising and media professionals who need to maintain strong relationships between their brands and consumers. The author explains that traditional advertising strategies that "bombard the consciousness" of consumers are no longer effective, and she describes the methods in which customers develop long and meaningful relationships with products based on value and brand loyalty. The author also explains how to choose between outsourcing and in-house marketing, how to select markets and brand ambassadors and how to measure long-term returns on investment. Annotation c2009 Book News, Inc., Portland, OR (booknews.com)