Experiential Marketing

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. 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 Faculty Development Programme in Barcelona. In parallel to this Dr Fenton assumed a national leadership position within a suicide prevention organisation operating in Ireland and the UK. The Department of Marketing & International Business recently won a prestigious national Education award for its emphasis on Business Collaboration. The department is home to 950 students. 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.

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: Integrating Experiential Marketing with the Communications Strategy Chapter 9: Budgeting for Experiential Marketing Chapter 10: Measuring the Return of Experiential Marketing Chapter 11: Critical Success Factors for Experiential Marketing Chapter 12: Experiential Marketing for the 21st Century