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Experiential Marketing : How to Get Customers to SENSE, FEEL, THINK, ACT, and...
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- Book Title
- Experiential Marketing : How to Get Customers to SENSE, FEEL, THI
- ISBN
- 9781451636369
- Publication Year
- 2011
- Type
- Textbook
- Format
- Paperback
- Language
- English
- Publication Name
- Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, R
- Item Height
- 229mm
- Publisher
- Simon & Schuster
- Item Width
- 152mm
- Subject
- Marketing
- Item Weight
- 371g
- Number of Pages
- 304 Pages
關於產品
Product Information
Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional features-and-benefits marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns. In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use experience providers such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides: SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent; FEEL cases on Hallmark, Campbell's Soup, and Haagen Dazs Cafes in Asia, Europe, and the United States; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens; ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living; RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra. Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as Objective: To Dream, Send in the Iconoclasts, and Quit the Bull, to show how traditional marketing firms can transform themselves into experience-oriented organizations. This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.
Product Identifiers
Publisher
Simon & Schuster
ISBN-13
9781451636369
eBay Product ID (ePID)
138551776
Product Key Features
Publication Name
Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, R
Format
Paperback
Language
English
Subject
Marketing
Publication Year
2011
Type
Textbook
Number of Pages
304 Pages
Dimensions
Item Height
229mm
Item Width
152mm
Item Weight
371g
Additional Product Features
Country/Region of Manufacture
United States
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