This article examines the concept of environmental communication, its evolution, basic categories and principles of experiential marketing. It explores the various heterogeneous out of communication tools that diversity and innovation so far as a result of lack of understanding and inability to use the full potential of marketing. Taking the urban landscape as a major feature of all traditional and non-traditional means of communication open, marketers can develop a comprehensive approach to improving the effectiveness of environmental communication by focusing on its impact on consumer brand interaction. "Hide
by Rossella C. Gambetti Source: California Management Review 19 pages. Publication Date: 01 May 2010. Prod. #: CMR457-PDF-ENG
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