Experiential Marketing for a Sustainable Future

Juniarty

Nov 2025 · Penerbit NEM

About this ebook

Experiential Marketing for a Sustainable Future provides a comprehensive exploration of how marketing has evolved from transactional exchange to the creation of meaningful, emotionally resonant, and socially responsible experiences. In today’s dynamic global economy, success is no longer defined by superior products or competitive pricing, but by a brand’s ability to foster empathy, connection, and purpose-driven engagement.

This book examines how emotionally intelligent and purpose-centered strategies can serve as the foundation for building authentic consumer loyalty and sustainable competitive advantage. Through a synthesis of theoretical perspectives, contemporary research, and real-world business cases, it demonstrates how experience-driven marketing can integrate innovation, ethics, and sustainability into brand practice.

This book is designed for academics, students, and professionals, serving not only as a scholarly reference and practical guide but also as a comprehensive textbook for courses in marketing, business management, and consumer behavior that explore experiential and sustainable marketing practices.

About the author

Dr. Juniarty, S.Sos., M.M. was born in Jakarta on June 26, 1978. She was born into a Batak family and carries the family name Siahaan. She earned a Diploma in Secretarial and Management Studies from the Indonesian Academy of Secretarial and Management (ASMI) in 1999, a Bachelor’s degree from the College of Administration and Secretarial Studies in 2006, a Master of Management with a specialization in Marketing Management from Tarumanagara University (UNTAR) in 2016, and a Doctoral degree (Doctor of Research in Management–Marketing) from Pelita Harapan University (UPH) in 2023. Before pursuing an academic career, Dr. Juniarty was actively involved in social and humanitarian work with Wahana Visi Indonesia from 2000 to 2006. Since 2018, she has been a faculty member at Universitas Pelita Harapan (UPH), specializing in Marketing Management and International Business. She teaches several courses, including Strategic Marketing Management and Competitive Analysis, Product Development and Brand Strategy Management, Product and Service Innovation Management, Global Marketing, and Global Commerce. In addition to teaching, she has also served as Head of the Area of Excellence (AOE) in International Business as well as Business and Human Resources Management at Pelita Harapan University. For academic collaboration or correspondence, Dr. Juniarty can be contacted at [e-mail].