Research Catalog

Creating the marketing experience : new strategies for building relationships with your target market

Title
Creating the marketing experience : new strategies for building relationships with your target market / Joe Marconi.
Author
Marconi, Joe.
Publication
Mason, Ohio : Thomson, [2005], ©2005.

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Description
335 pages : illustrations; 24 cm
Summary
"In his latest book, marketing and PR authority Joe Marcom helps companies integrate PR with marketing strategy to illustrate how the two fit together seamlessly in a well-constructed marketing campaign." "Noting that marketing productivity is on the decline due to saturation of sales messages, increased customer indifference and easily copied competitive advantage, this book illustrates that people need to feel kinship with the product and the marketer. Packed with case studies, the book helps marketers create the contexts in which prospects can experience the brand on their own terms without an interrupting sales pitch. Combining the best of publicity/PR and marketing, this book reflects the growth at integrated marketing communications and the decline of paid marketing and media."--BOOK JACKET.
Subject
  • Relationship marketing
  • Target marketing
Note
  • Above imprint: Racom Communications; American Marketing Association.
Bibliography (note)
  • Includes bibliographical references (p. 327-329) and index.
Contents
1. Understanding the marketing experience -- 2. Defining the role of research in the marketing experience -- 3. Crafting the marketing experience plan -- 4. Developing an ongoing marketing experience -- 5. Making the marketing experience work -- 6. Placing the marketing experience -- 7. The entertainment marketing experience -- 8. Brand preferences and marketing experience : lifestyles -- 9. Brand preferences marketing experiences : food -- 10. The technology marketing experience -- Postscript : a crash course in creating the marketing experience.
ISBN
0324205449 (alk. paper)
LCCN
2005015327
OCLC
  • 60543282
  • ocm60543282
  • SCSB-5212228
Owning Institutions
Columbia University Libraries