Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Book Chapter Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Dynamic strategies and evolutionary trajectories: A comprehensive review of experiential marketing in the soft drink industry Description An account of the resource This comprehensive review explores the evolution of experiential marketing in the soft drink industry from 2005 to 2024. It uses analysis from a diverse set of 62 scholarly articles, Google books, Google Scholar, SSRN, Fig share, and various publishers such as Taylor &amp; Francis, IGI Global, and Springer. The study traces the industry's trajectory from traditional marketing approaches to a digital-centric paradigm. The research captures pivotal moments in the development of experiential marketing strategies, emphasizing the integration of technology, sustainability, and community engagement. Key findings highlight the industry's adaptability to changing consumer preferences, the strategic use of data-driven insights, and the importance of inclusivity in crafting compelling brand narratives. The study identifies overarching trends, challenges, and opportunities that shaped the experiential marketing landscape in the soft drink industry over the past two decades. 2024, IGI Global. All rights reserved. Creator An entity primarily responsible for making the resource Baranidharan S.; Sankarkumar A.V.; Subramani K.; Madeswaran A. Source A related resource from which the described resource is derived New Trends in Marketing and Consumer Science, pp. 159-183. Publisher An entity responsible for making the resource available IGI Global Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-2754-8.ch008" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-2754-8.ch008</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85196957919&amp;doi=10.4018%2F979-8-3693-2754-8.ch008&amp;partnerID=40&amp;md5=d40a6e19050b539061389374394e94ea" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85196957919&amp;doi=10.4018%2f979-8-3693-2754-8.ch008&amp;partnerID=40&amp;md5=d40a6e19050b539061389374394e94ea</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISBN: 979-836932755-5; 979-836932754-8 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Book chapter Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Baranidharan S., Christ University, India; Sankarkumar A.V., SRM Institute of Science and Technology, India; Subramani K., Christ University, India; Madeswaran A., Christ University, India