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Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brand »
Authors: Bernd H. Schmitt
ISBN-13: 9780684854236, ISBN-10: 0684854236
Format: Hardcover
Publisher: Simon & Schuster Adult Publishing Group
Date Published: August 1999
Edition: (Non-applicable)
Author Biography: Bernd H. Schmitt
Bernd H. Schmitt has consulted, and given lectures and seminars, in more than twenty countries around the world. The founder and director of Columbia's Marketing Management executive program, Professor Schmitt is also a frquent keynote speaker at marketing and management conferences. He is co-author of Marketing Aesthetics (Free Press).
Book Synopsis
The co-author of Marketing Aesthetics now offers a manifesto for the new age of experiential marketing, building on sensory, affective, and cognitive associations.
Table of Contents
| Preface | ||
| Acknowledgments | ||
| Pt. 1 | The Experiential Marketing Revolution | |
| 1 | From Features and Benefits to Customer Experiences | 3 |
| 2 | The Breadth and Scope of Experiential Marketing | 33 |
| 3 | A Framework for Managing Customer Experiences | 59 |
| Pt. 2 | Types of Experiences | |
| 4 | Sense | 99 |
| 5 | Feel | 118 |
| 6 | Think | 138 |
| 7 | Act | 154 |
| 8 | Relate | 171 |
| Pt. 3 | Structural, Strategic, and Organizational Issues | |
| 9 | Experiential Hybrids and Holistic Experiences | 193 |
| 10 | Strategic Issues of Experiential Marketing | 216 |
| 11 | Building the Experience-Oriented Organization | 233 |
| Epilogue | 251 | |
| Notes | 255 | |
| Permissions | 267 | |
| Index | 271 |
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