Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context

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Linkages Between Concepts and the India Marketing Reality

The Experiential Approach to Branding

Experiential marketing is becoming popular in the marketing of products and brands. It may be interesting to note that consumers have always experienced products and services since time immemorial and the renewed interest in the discipline is more because of the accent on consumer behaviour intricacies. Differentiation, whether it is with regard to products and services or with regard to marketing strategies makes a difference to consumers, and experiential marketing is one of the topical strategies that have attracted marketers and academics all round the world. At the outset, it may be worthwhile to clarify what is experiential marketing. In ...