"A very clearly written and inspiring guide, demonstrating a unique approach to integrated experiential marketing that carefully explains the methodology in a concise and effective manner." * Hamish Millar, Marketing Manager, Pernod Ricard UK * "The must-read guide on experiential marketing that covers the changing world of the retail landscape, with simple models and objectives, in order to execute winning solutions for the increasing demands of consumers." * Mark Robinson, Retail Sales Director, Silentnight Group * "This book is amazing. It's more than just a how-to guide - it's also a "what is" and a collection of great case histories. Need answers, guidance or inspiration? Look no further. It's essential reading for any modern marketer!" * Kevin Jackson, Editor-in-Chief, Live Communication Magazine * "In presenting experiential marketing as a methodology, rather than a channel, Smilansky offers advice and insights relevant to B2C and B2B businesses of any size. One-way communication channels are the way of the past; learning how to foster authentic two-way conversations is the next challenge. Anyone interested in building a strong and lasting relationship between their customers and their brand needs to read this book." * Lynn Morrison, Marketing Director, Opus Energy * "In today's ever-changing consumer and media landscape, this book demonstrates how to truly engage and create a deeper emotional connection with modern audiences; a must-read for senior brand marketers, CEOs and their teams." * Maria Hatzistefanis, President/CEO, Rodial Group (Rodial Skincare, NIP+FAB) * "Practical, pragmatic and succinct. Seasoned marketers and people just starting out will find something of use in this book. Something for everyone and written and styled for the 24/7 world we live in." * Tony Cooke, HR Director, adidas Group *