IEEE - Institute of Electrical and Electronics Engineers, Inc. - Business Advertising Strategy in Experiential Marketing

2010 International Conference on Management and Service Science (MASS 2010)

Author(s): Anping Li ; Di Yang
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 August 2010
Conference Location: Wuhan, China, China
Conference Date: 24 August 2010
Page(s): 1 - 4
ISBN (CD): 978-1-4244-5326-9
ISBN (Paper): 978-1-4244-5325-2
DOI: 10.1109/ICMSS.2010.5577092
Regular:

Based on the differences between experiential marketing and traditional marketing, this article emphasizes that we should pay attention to involvements and experiences of consumers in experiential... View More

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