|
Frequently Bought Together
Customers Who Bought This Item Also Bought
The Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers by Bernd H. Schmitt |
by B. Joseph Pine Ii
|
by Max Lenderman
|
Experiential Marketing: A Practical Guide to Interactive Brand Experiences by Shaz Smilansky |
Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe |
Product details
Would you like to update product info or give feedback on images?
|
Customers Viewing This Page May Be Interested in These Sponsored Links(What is this?) |
Product Description
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, Amazon.com
Review
Hayes RothSenior Executive Director, Landor AssociatesA 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.
See all Product Description
We are in the middle of a revolution. Read the first page
Concordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Suggested Tags from Similar Products(What's this?)Be the first one to add a relevant tag (keyword that's strongly related to this product)
|
What Do Customers Ultimately Buy After Viewing This Item?
 |
71% buy the item featured on this page: Experiential Marketing £12.34 |
 |
13% buy Experiential Marketing: A Practical Guide to Interactive Brand Experiences £21.38 |
 |
6% buy Emotional Branding: The New Paradigm for Connecting Brands to People £19.54 |
 |
5% buy The DNA of Customer Experience: How Emotions Drive Value £23.75 |
Customer Reviews
|
Share your thoughts with other customers:
|
||||||||||||||||||||||
Most Helpful Customer Reviews
Share your thoughts with other customers: Create your own review
|
|
Listmania!
|
|
Look for similar items by category
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
Brand Leadership |
More From Bernd Schmitt
The Customer Experience Management: A... "...demonstrates the power of collecting truly relevant customer...
Read more
|
A Close Shave |
Treat Someone
With an Amazon.co.uk Gift Certificate, you can get them what they want (even if you don't know what that is). |
|||||||
| |||||
Your Recent History
(What's this?)|
You have no recently viewed items or searches.
After viewing product detail pages or search results, look here to find an easy way to navigate back to pages you are interested in. Look to the right column to find helpful suggestions for your shopping session. |
Continue Shopping: Top Sellers
| ||||
Amazon Home | |
| International Sites: United States | Germany | France | Japan | Canada | China | |
| Business Programs: Sell on Amazon | Fulfilment by Amazon | Join Associates | Join Advantage | |
| Customer Service | Help | View Basket | Your Account | |
| About Amazon.co.uk | Careers at Amazon | |
| Conditions of Use & Sale | Privacy Notice © 1996-2009, Amazon.com, Inc. and its affiliates |