Experience the Message: How Experiential Marketing Is Changing the Brand World

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McClelland & Stewart, Jan 5, 2010 - Business & Economics - 328 pages
Finalist for the National Business Book Award.

Consumers have changed dramatically in the age of mass media, and the brand world is moving toward guerrilla and viral marketing to cut past the media clutter. In Experience the Message, Max Lenderman explains who the new marketers are, how they work, and why they matter. He guides us through today’s experiential marketing revolution, revealing how companies can interact with consumers in meaningful ways and what consumers can demand and expect.
 

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Experience the Message : How Experiential Marketing is Changing the Brand World

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In the naive 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 ... Read full review

Contents

Making Friends with Brands
to the consumer
THE PAUPER KING
EXPERIENCE AS BENEFIT BENEFIT AS TRANSFORMATION
CAUSAL XM
between a marketer and a consumer
GETTING PERSONAL
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About the author (2010)

Max Lenderman has led successful experiential campaigns for numerous Fortune 500 companies. He is a founding member of the International Experiential Marketing Association. He lives in Chicago.

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