Abstract
Experiential marketing is a comparatively new concept utilized more frequently in recent several years. Electronic Paper Book (EPB) is a brand new product appeared during the recent one or two years. The market of EPB is mainly composed of the youth, which is more adaptive to experiential marketing. Joint of EPB and experiential marketing is an applicable model in marketing practices. In this paper, experiential marketing strategies are proposed to EPB. Five aspects of experiences are suggested to EPB manufacturing and marketing companies to implement their experiential marketing strategies: facility experience; product experience; service experience; interaction experience; promise experience. Another three aspects of experiences are put forward specifically to EPB: process experience; comparison experience; integration experience.
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© 2012 Springer-Verlag GmbH Berlin Heidelberg
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Li, T., Chen, L. (2012). Experiential Marketing Strategies for Electronic Paper Book. In: Zhang, Y. (eds) Future Wireless Networks and Information Systems. Lecture Notes in Electrical Engineering, vol 144. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-27326-1_46
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DOI: https://doi.org/10.1007/978-3-642-27326-1_46
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-27325-4
Online ISBN: 978-3-642-27326-1
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