Leighton, D and Lehman, KF, “Over the waterfall in a barrel: Experiential marketing and the building of brand”, Proceedings of the Academy of Marketing Conference, 5-7 April 2011, Oxford, pp. 76-78. ISBN 0-9549730-6-2 (2011) [Conference Extract] |
Data Type | Value |
Type of Research | Strategic Basic Research |
Research Division | Commerce, Management, Tourism and Services |
Research Group | Marketing |
Research Field | Marketing management (incl. strategy and customer relations) |
Research Objective Division | Economic Framework |
Research Objective Group | Management and productivity |
Research Objective Field | Marketing |
Visit Item on eCite | http://ecite.utas.edu.au/70100 |