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Experience the Message: How Experiential Marketing Is Changing the Brand World Hardcover – 2005
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From Publishers Weekly
In the naïve past, advertising's goal was to place its product in front of as many consumers as possible. Lenderman's uneven book presents the new paradigm: experiential marketing (XM), a corporate form of viral marketing that connects the consumer and product in unique one-on-one situations that engage them with the brand in positive-and what the author terms "authentic"-ways. Through eight chapters that expound on Lenderman's (and others') 2004 IXMA Manifesto (International Experiential Marketing Association), the Creative Director of GMR Marketing provides scores of examples of XM's revolutionary approaches to marketing, many of which are employed by big name companies from Proctor and Gamble to Disney to leading car companies. Instead of the car company logo hanging over the concert stage, how about having new models outside where consumers can get in and breathe in that new car smell? While the book's train of argument wanders as it goes from one campaign to the next, the XM approach is fervently presented as the absolute antidote for dispassionate consumers. Companies looking for new and sophisticated ways to grow and connect their brand with consumers will find this book helpful, as several of its ideas can be adapted and implemented with little capital outlay.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
A book you should have in your library if you're serious about navigating the new marketing world. -- David Polinchock, Brand Experience Lab
An uncommon marketing book.... Besides being a substantive contribution to marketing literature, Experience the Message is a damn good read. -- David Wolfe, Ageless Marketing
Max is one of the sharpest minds operating in experiential mediums today.... He is someone to watch closely. -- Erik Hauser, CD/Founder Swivel Media
Seminal in our understanding of how the world of marketing is radically changing and how to successfully make that transition. -- Karl Moore, columnist for Marketing Magazine --This text refers to an out of print or unavailable edition of this title.
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Top Customer Reviews
Several other books worth reading in this space, at least they won't drag on.
To put it another way, this book would be perfect if it were about 100 pages shorter. Another book that covers much of the same material without the repetition is Brand Hijack. I recommend reading that one instead.