Издательство: | Книга по требованию |
Дата выхода: | июль 2011 |
ISBN: | 978-3-6393-2420-4 |
Объём: | 136 страниц |
Масса: | 227 г |
Размеры(В x Ш x Т), см: | 23 x 16 x 1 |
This book aims at evaluating the experiential marketing potential of extreme sport activities, in special regards to the new sponsoring platform: the Base Flyer in Berlin. The book places particular emphasis on the importance and latest development of experience marketing, a tool to let brands and consumers enjoy interacting together. The findings revealed that if a brand finds a way to associate and authentically connect its values with the extraordinary and explicit character of extreme and thrill sport activities, the marketing campaign will have a sustainable impact on consumers' brand perception. In order to give insights into the advantages of applying an extreme and thrill sport activity as an experience marketing tool, the author established a hypothetic sponsoring concept. It explains how to use the Base Flyer station, an extreme activity plat-form, as a communicator for a brand's personality and value orientation.
Данное издание не является оригинальным. Книга печатается по технологии принт-он-деманд после получения заказа.