About this document
Evaluating Experiential Marketing Events by Cyril Scaria is a document available to read on EtoBox.
This document discusses challenges in measuring the effectiveness of experiential marketing events. It reviews literature on experiential marketing and event evaluation techniques. Interviews found current methods are not comprehensive or reliable due to the intangible nature of event experiences. The document proposes a framework to guide future academic and industry research into better measuring experiential marketing event outcomes.
- Author
- Cyril Scaria
- Language
- EN