This innovative collection focusses on the experiential and hedonic aspects of food and the sociocultural, economic, ideological, and symbolic factors that infl

The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy product

Why do some brands make us feel good, while others frustrate us? What makes us engage with certain brands, rebuy the same products, return to the same store or

Pleasure plays a significant but often neglected role in the creation of consumer wellbeing and the relationship between the food consumption experience and hea

Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinar