Experiential Marketing
Article Abstract:
The main characteristics of Experiential Marketing are a focus on customer experiences and on consumption as a holistic experience, the use of eclectic methods and tools and the belief that customers are rational and emotional. The most vital concepts of Experiential Marketing are experience providers and strategic experiential modules. The latter allow managers to create different types of customer experiences, while the former include visual and verbal identity and signage, communications and co-branding. Experiential Marketing often needs organizational changes.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 1999
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Internal networks for internal marketing
Article Abstract:
The Australian branch banking sector of ANZ Bank began to develop internal marketing in 1986. The concept began with the 'Customer First' initiative, which was launched as a customer service improvement program. Improvements identified via the strategy were implemented by the bank, however, the initiative broke down in 1991, when management attention moved on to surviving the recession. Details of how the Customer First strategy was developed and implemented are included, along with an overview of internal marketing.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 1997
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The changing nature of theory and practice in marketing: on the value of synchrony
Article Abstract:
Trends in marketing are changing because of changes in technology, markets and within organisations. These varying trends affect both theory and practice within the sector and research into six subfields of marketing indicates that there is little synchony between the two, with theory lagging behind practice. Marketing theory has to recognize the changes which have occurred within marketing and also within organisations if it is to retain any currency.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 1998
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