Experiential Marketing : Myths and Realities

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Marketing periodically makes huge changes in its course. Managing consumer experience is the key differentiator in the future for business organizations. However, little is understood about the principles of Experiential Marketing though several uninformed and partially informed opinions abound across the globe. This book describes the key principles of Experiential Marketing. It has been written with both marketing practitioners and marketing students in mind. It lists the myths and realities of EM. Myths are exploded using critical thought and logical questioning about practical applications. Realities of EM are stated clearly, so that a reader can appreciate both the scope and the limitations of EM. The simple enunciation of EM principles in this book will help a marketer to plan and execute EM in his or her organization. The numerous examples clarify how EM can be applied effectively to all spheres of marketing – from executing the smallest of marketing tactics to designing the grandest strategic growth plans. For marketing students and academics, the theoretical premises of EM are briefly but well described in this book with copious references. Teachers can use this book and references to design a new elective in EM. Students can use this book as a stepping stone to set their research agenda in the field of EM.

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Dr. Subhashini Kaul, FPM (IIMA 2002-2007), PGDM (IIMA 1990-92) is THE Head of CARMA© - Center for Applied Research and Management Advancement at Cheiron People Consulting since January 2010. Dr. Kaul has been a consultant in the area of Marketing in a number of organizations across industries. Prior to joining CARMA©Dr. Kaul was a Marketing faculty at the Indian Institute of Management, Ahmedabad. She is an NLP Practitioner certified by the National Federation of Neuro Linguistic Psychology (Englewood, Florida, USA, 1999) and uses NLP for understanding consumer and employee experiential perceptions. She has several path-breaking research works on relationship and experiential marketing published in proceedings of international conferences as well as highly reputed national and international journals.