Experiential marketing strategies for electronic paper book

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. © Springer-Verlag 2012.