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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/104861


    Title: 評介Experience the Message: How Experiential Marketing is Changing the Brand World
    Authors: 林恩盈
    Keywords: 行銷、品牌
    Date: 2008-01
    Issue Date: 2016-12-14 14:08:34 (UTC+8)
    Abstract: 我們每日所接收的手機簡訊實在多到煩不勝煩，事實上，這些漫無目標的訊息對於品牌一點助益也沒有，只徒增消費者的抱怨。在避免引發消費者負面觀感的驅使下，傳統的行銷手法已不再能滿足現今分眾的市場，如何能讓消費者感到這封簡訊是獨一為我設計的，乃是品牌現今生存的王道。Lenderman提出的解決方案—體驗行銷，在於給予消費者一個與自身相關，具有意義並可記憶的經驗。作者在本書內以不同的案例陳明體驗行銷的觀念與品牌之間的關係；他強調品牌與消費者之間的互動必須具有意義，也唯有如此才能符合最新的體驗行銷趨勢。
    Relation: 廣告學研究, 29, 121-124
    Data Type: article
    Appears in Collections:[The Journal of Advertising & Public Relations ] Journal Articles

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