Gender Marketing Strategies in Food and Drinks: Future Profit Opportunities, Best Practice Innovation and NPD
- Published: July 2005
- Region: Global
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This book aims at evaluating the experiential marketing potential of extreme sport activities, in special regards to the new sponsoring platform: the Base Flyer in Berlin. The book places particular emphasis on the importance and latest development of experience marketing, a tool to let brands and consumers enjoy interacting together. The findings revealed that if a brand finds a way to associate and authentically connect its values with the extraordinary and explicit character of extreme and thrill sport activities, the marketing campaign will have a sustainable impact on consumers' brand perception. In order to give insights into the advantages of applying an extreme and thrill sport activity as an experience marketing tool, the author established a hypothetic sponsoring concept. It explains how to use the Base Flyer station, an extreme activity plat-form, as a communicator for a brand's personality and value orientation.
Study Programme: Tourism and Leisure Management Master of Arts in Business (IMC Krems)2008-2010 Master in Global Business (ESC Troyes, France)2009-2010 Bachelor of Arts in Business (IMC Krems) 2005-2008 Exchange Semester in Canada (Holland College, Charlottetown, PEI) 2007