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Experiential Marketing
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Experiential Marketing
Integrated Theory & Strategic Application

  • Rose Leahy - Munster Technological University, Ireland
  • Pio Fenton - Munster Technological University, Ireland
  • Holly Barry - Munster Technological University, Ireland, Barry Group


January 2022 | 272 pages | SAGE Publications Ltd

[author approved 15.09.21]

At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention?

Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core feature of most marketing practices. This book resets the perspective on the experience as an effective means of achieving corporate marketing objectives in a way that is structured, purposeful and measurable.

Featuring over 40 examples from brands such as Netflix, Lego, Coca Cola, Vans, Asics and Sweaty Betty, this book revisits the theory around this type of marketing and shows you how to better integrate experiential marketing with other areas of marketing communications. The implementation model provided will help you develop robust campaigns that support overall marketing objectives and provide clarity on effectiveness to executives through a mechanism called Return on Integrated Experience (ROIE).

Experiential Marketing faces new challenges in a post-Covid era – this book will be the basis for overcoming those challenges and providing opportunities to marketers everywhere.

Rose Leahy is a lecturer and research supervisor in the area of marketing in Munster Technological University, Ireland.

Pio Fenton is Head of Department of Marketing and International Business at Munster Technologicla University, Ireland.

Holly Barry is a Brand Strategist at Barry Group, a leading wholesale distribution company in Cork, Ireland.

 
Chapter 1: The Experiential Marketing Environment
 
Chapter 2: Origins of Experiential Marketing
 
Chapter 3: The Experiential Concept
 
Chapter 4: Experiences and Relationship Marketing
 
Chapter 5: Brand Management & Experiential Marketing
 
Chapter 6: Experiential Marketing & Digital Marketing
 
Chapter 7: Experiential Marketing Implementation Model
 
Chapter 8: Framework for Experiential Campaign as part of an Integrated Communications Approach
 
Chapter 9: Critical Success Factors for Experiential Marketing
 
Chapter 10: Budgeting for Experiential Marketing
 
Chapter 11: Measuring the Return of Experiential Marketing
 
Chapter 12: Experiential Marketing for the 21st Century

Rose Leahy

Dr Rose Leahy is a lecturer and research supervisor in the area of marketing in Munster Technological University.  Rose is an experienced academic, who has presented at conferences both nationally and internationally, and who also has published papers in international journals.  Rose has over 20 years of teaching experience at third level to both undergraduate and postgraduate students and has also supervised many students successfully at both masters and doctorate level. She has extensive experience of working with companies and carrying out research for companies in the marketing discipline.  More About Author

Pio Fenton

Dr Pio Fenton is Head of Department of Marketing and International Business at Munster Technological University  (MTU) where he has overseen the development of MTU’s extensive suite of Marketing, Digital Marketing, Sales and International Business programmes. Graduating in 2001 with a Bachelor of Science in Computer Applications Dr Fenton went on to complete a PhD specialising in Artificial Intelligence applications for Productions Scheduling problems. Subsequently, Dr Fenton pursued research interests in topics as diverse as data-mining, mass-spectrometry interfaces and Project Management before participating in IESE’s renowned... More About Author

Holly Barry

Dr Holly Barry is the Brand Strategist in Barry Group, a leading wholesale distribution company in Cork, Ireland. Holly has vast experience in both academia having spent time lecturing in Munster Technological University and in marketing practice, working with leading national and international brands. It is Holly’s ability to merge her experience from both realms that has led to her success to date, presenting at conferences throughout Europe and consulting with businesses on marketing effectiveness, brand development and marketing strategy. More About Author

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