Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, Relate
Editorial Reviews
Amazon.com
Experiential marketing, a decidedly turn-of-the-millennium form of corporate persuasion that strives to elicit a powerful sensory or cognitive consumer response, is rapidly superseding the stodgy features-and-benefits approach generally in vogue since the gray-flannel '50s. In fact, says Bernd H. Schmitt, a professor of marketing and director of the Center on Global Brand Management at Columbia Business School, leading enterprises ranging from Gillette and Martha Stewart to Amtrak and Oprah Winfrey are already using such emotionally loaded techniques successfully to develop new products, communicate with customers, create business partnerships, build innovative cyberspace and brick-and-mortar sales outlets, and boost profits. Experiential Marketing presents Schmitt's insightful and thought-provoking examination of this growing trend, along with a series of suggestions (for example, how to create an "us vs. them" atmosphere) for implementing similar efforts. By dissecting a series of relevant campaigns undertaken at the leading-edge firms mentioned above, along with those at other major players such as Harley-Davidson, Volkswagen, Celestial Seasonings, and Taster's Choice, Schmitt demonstrates its effectiveness while deftly pointing out salient techniques that readers might adopt. --Howard Rothman
Review
Ronald A. Galotti
President and Publisher, Talk Media, Inc.
Schmitt is a marketing guru....He makes sense on every level -- from the intellectual to the emotional.
Hayes Roth
Senior Executive Director, Landor Associates
A fresh, new voice in the wilderness of so-called marketing experts -- one who speaks with unusual perception, clarity, and common sense. Bernd Schmitt will have a profound influence for years to come on how we all think about brands and the marketing that sells them.
Gerald Zaltman
Joseph C. Wilson Professor of Business Administration, Harvard Business School
A lucid, provocative account of total experience engineering. This is a well thought out, well documented description of...what it means to truly understand customers.
Mary Olson
President and CEO, Transition Networks
E-commerce and marketing strategists take note! Experiential Marketing aims at the heart of e-customer relations. Schmitt is an extraordinary thinker and writer.
Rob Wallace
Managing Partner, Wallace Church Associates, Strategic Brand Identity Consultants
With Experiential Marketing, branding now has a bible!
Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, Relate
Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, Relate,Bernd H. Schmitt,Free Press,0684854236,Advertising & Promotion,Brand name products,Business & Economics,Business / Economics / Finance,Business/Economics,Corporate image,Marketing,Marketing - General,Business & Economics / Marketing / General
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