Authors: Bernd H. Schmitt, David Rogers, Karen Vrotsos
ISBN-13: 9780130471192, ISBN-10: 0130471194
Format: Hardcover
Publisher: FT Press
Date Published: June 2003
Edition: (Non-applicable)
Bernd H. Schmitt is a world authority on customer experience, brands, and innovation. He is Professor at Columbia Business School, Executive Director of the Center on Global Brand Leadership, and CEO of The EX Group, a customer experience consulting firm. He has lectured and consulted in 20 countries, appearing on CNN, CNNfn, BBC, Bloomberg, and CNBC. He wrote the global bestseller Experiential Marketing and Customer Experience Management.
David L. Rogers heads the show business practice for The EX Group, where he works with clients to develop experiences that engage customers, differentiate products and brands, and create long-term value. Rogers came to show business via 20 years of performing, composing, and producing for the stage.
Karen Vrotsos is a freelance communications specialist. She provides consulting and research for books, online courses, and show business events. She has taught business writing and public speaking for professionals.
There's No Business that's Not Show Business shows how smart companies can use creativity, humor, and play to reach out and engage customers through a new kind of experience. Authors Bernd H. Schmitt, David L. Rogers, and Karen Vrotsosprovide winning case studies and "show business" techniques that can be used to dazzle customers, launch products, build brands, generate buzz, and build great customer relationships.
Foreword | ||
Acknowledgments | ||
Introduction: All Business is Show Business | ||
Pt. I | Types of Shows | 1 |
Ch. 1 | Live Shows | 3 |
Ch. 2 | Immersionary Show Spaces | 21 |
Ch. 3 | Shows for Invented (and Reinvented) Media | 41 |
Ch. 4 | Buzz, Evangelistas, and Customer Shows | 57 |
Ch. 5 | Integrating Different Types of Shows | 73 |
Pt. II | How to Make Show Business a Business Success | 91 |
Ch. 6 | Eight Steps to Keeping Your Show On-Brand | 93 |
Ch. 7 | Creating Relationships Through Show Business | 109 |
Ch. 8 | Extending the Impact of Your Show | 131 |
Ch. 9 | Measurement, Budgets, and ROI | 141 |
Pt. III | The Show Business Organization | 157 |
Ch. 10 | Internal Shows for Employees and Partners | 159 |
Ch. 11 | How to Run Your Own Show: The Three P's and the IBM Opera | 177 |
Ch. 12 | Persona, Myth, and Ethos in Leadership | 197 |
Ch. 13 | The Show Business Leadership Hall of Fame | 205 |
Pt. IV | Show Business in an Experience Culture | 225 |
Ch. 14 | Las Vegas | 227 |
Ch. 15 | The Cooking Business | 241 |
Ch. 16 | The Art Business | 249 |
Notes | 269 | |
Index | 271 |