Dynamic strategies and evolutionary trajectories : a comprehensive review of experiential marketing in the soft drink industry
S. Baranidharan, Amirdha Vasani Sankarkumar, K. Subramani, A. Madeswaran
| Year of publication: |
2024
|
|---|---|
| Authors: | Baranidharan, S. ; Sankarkumar, Amirdha Vasani ; Subramani, K. ; Madeswaran, A. |
| Published in: |
New trends in marketing and consumer science. - Hershey, PA : IGI Global, ISBN 979-8-3693-2754-8. - 2024, p. 159-183
|
| Subject: | Event-Marketing | Event marketing | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Konsumentenpräferenzen | Consumer preferences | Markentreue | Brand loyalty | Softdrink-Industrie | Soft drink industry |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.4018/979-8-3693-2754-8.ch008 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015110705