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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 TypeValue
Type of ResearchStrategic Basic Research
Research DivisionCommerce, Management, Tourism and Services
Research GroupMarketing
Research FieldMarketing management (incl. strategy and customer relations)
Research Objective DivisionEconomic Framework
Research Objective GroupManagement and productivity
Research Objective FieldMarketing
Visit Item on eCitehttp://ecite.utas.edu.au/70100