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Experiential Marketing Hardcover – 4 Jan 2000

5.0 out of 5 stars 2 customer reviews

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Product details

  • Hardcover: 256 pages
  • Publisher: Free Press (4 Jan. 2000)
  • Language: English
  • ISBN-10: 0684854236
  • ISBN-13: 978-0684854236
  • Product Dimensions: 24.1 x 16.2 x 2.5 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 517,046 in Books (See Top 100 in Books)

Product Description

Amazon Review

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.

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Format: Hardcover
Having devoured Schmitt's previous book, Marketing Aesthetics, I had high expectations for the pre-print I saw of this book. They were exceeded. This is the most relevant book Marketing to have appeared in years, brimming with fresh insights and perspectives.
What makes Schmitt's book so unique -- and unique it certainly is -- is the consistent focus on meaning and interaction. Schmitt ingeniously shows how the static concepts permeating business education and practice today are woefully inadequate to the kinds of dynamic brand relationships required to excel in today's crowded consumer and media-centric marketplace.
Two aspects of the book really stand out. First, Schmitt breaks down the process into five parts, which, simplifying to facilitate memorization, he terms Sense, Feel, Think, Act and Relate; each is copiously illustrated with actual case studies, from Nokia to Tommy Hilfiger. Second, the book's clarity and engaging tone never detract from the solid core of research on which the book is based; Schmitt's scholarship not only fails to be marred by his innate sense of putting forth an argument though metaphor, but is substantially enhanced by it.
This is a book for which the term 'groundbreaking' was invented. As Schmitt himself might admonish you, it's something to be experienced.
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Format: Hardcover
Anyone who's read Schmitt's auspicious first book, Marketing Aesthetics (with Alex Simonson), already knows that he's the man with the boldest, most relevant ideas in Marketing today. A true polymath, Schmitt continues his deconstruction of standard marketing cliches, which other authors seem not to realize are badly showing their age.
This book takes a holistic approach to Marketing, an approach which is unabashedly consumer-centric. What do products MEAN to consumers? What is it that people experience in the act of consumption? Schmitt answers these questions and more, in supple prose which belies the wealth of concrete recommendations the book contains.
In a world where so much of marketing and business school education is reduced to Excel spreadsheets, Schmitt's take on the sheer anima of Marketing is a breath of fresh air. If you work in Marketing or know anyone who does, this is the book for you.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x9634cee8) out of 5 stars 17 reviews
57 of 59 people found the following review helpful
HASH(0x96367948) out of 5 stars "A New Model" 2 Feb. 2000
By Robert Morris - Published on Amazon.com
Format: Hardcover
In Marketing Aesthetics, Schmitt & Simonson argue that "most of marketing is limited because of its focus on features and benefits." They then presented what they characterized as "a framework" for managing those experiences. In Experiential Marketing, Schmitt provides a much more detailed exposition of the limitations of traditional features-and-benefits marketing. Moreover, he moves beyond the sensory "framework" into several new dimensions, introducing what he calls "a new model" which will enable marketers to manage "all types of experiences, integrating them into holistic experiences" while "addressing key structural, strategic, and organizational challenges." The key word is "holistic"; the key process is Issues
Epilogue
In his Preface, Schmitt introduces his reader to someone he identifies as "Laura Brown." At the end of each of the 11 chapters, Laura Brown reacts to the material presented. Often, she responds with questions which the reader may be tempted to ask. For products but what if a company is an industrial firm? What if it is a consulting firm or a medical practice? How does experiential marketing come into play for these kinds of companies?" Or at the end of Chapter via a brand? What kind of communities are the 'brand communities'? What about communities of real people?"
Obviously Schmitt is a clever fellow. He includes Laura Brown (who turns out to be a real person) to respond to his material with questions such as these so that, in effect, he can say "I am so glad that you asked me about that!" Of course, he then answers the questions. This interaction is playful, adding humor; it is also a brilliant device by which to expand and enrich the flow of Schmitt's ideas.
They are very important ideas indeed. Simultaneously, Schmitt establishes a rock-solid conceptual infrastructure while examining a number of different companies (eg Nokia, Procter & Gamble, Apple Computer, Volkswagen, Siemens, Martha Stewart Living, and SONY) which demonstrate the fundamental principles of Experiential Marketing. One of the book's most valuable contributions is provided in Part Two as Schmitt focuses on what he calls Strategic Experiential Modules (SEMs), each of which has its own distinct structures and principles which must be understood by each manager. SEMs include sensory experiences (SENSE), affective experiences (FEEL), creative cognitive experiences (THINK), physical experiences and entire lifestyles (ACT), and social-identity experiences (RELATE). Schmitt examines each, explains how to achieve the effective integration of all four.
In the Epilogue, he reveals Laura Brown's identity (no surprise there), suggesting that the experience-oriented organization is a "Dionysian organization and focuses on creativity and innovation...it takes a broad, helicopter view focusing on long-term trends, pays attention to its physical environment, and views its employees as human capital." Indeed, he hastens to add, "the experience-oriented organization is keenly interested in promoting its employees' experiential growth." Schmitt thus offers an alternative to the traditional organization which is oriented toward order, structure, analysis, and short term.
If you read Experiential Marketing and then share my high regard for it, I urge you to read also (if you have not already done so) The Experience Economy and The Entertainment Economy.
50 of 59 people found the following review helpful
HASH(0x9636799c) out of 5 stars Old & Obvious News 9 May 2002
By A Customer - Published on Amazon.com
Format: Hardcover
From the perspective of someone who works intimately with major consumer brands, this book was a huge disappointment. There is absolutely nothing new here, as should be evident when most of the approaches held up as paragons of experiential marketing are 5-15 years old. Schmitt acts as though moving past "features and benefits" advertising is a new and controversial idea, when in fact marketing to people's emotions and aspirations has been accepted practice for at least 15 years. Is academia (Schmitt being a professor, not a practicioner) that far behind what has actually been going on in marketing departments and advertising agencies for so long?
Not to mention that every possible brand tactic under the sun can fall under the wide umbrella of "experiential marketing" -- and Schmitt attempts to make examples from virtually any good marketing idea of the last decade in a cluttered and undisciplined format.
I guess I wouldn't be so peeved if I were brand new to the world of mass marketing, and maybe this book wouldn't be such old news. But even for the neophyte, it's nothing more than a collection of neat marketing ideas with little of a distinct theme to hold them together.
If you want to read about accepted marketing tactics of top brands, it's an OK read, but those examples are all around us anyway. If you want to learn how these ideas originated or how you can think about your brand in a new way, it's of no help.
13 of 16 people found the following review helpful
HASH(0x965aaaf8) out of 5 stars The Marketing Paradigm for the New Millenium! 5 Sept. 1999
By A Customer - Published on Amazon.com
Format: Hardcover
This book is definitely an eye-opener for everyone in business of all types. Experiential Marketing is a cutting-edge yet a fundamental approach to marketing, which should be taught in all business schools. Via "experiential marketing," Schmitt presents a revolutionary framework for getting in-touch with one's customers while at the same time differentiating oneself from rest of the competition. I especially liked Chapter 9 where Schmitt lucidly illustrates the "Experiential Hierarchy" concept using Volkswagen Beetle examples. A well-written, easy-to-read format, which makes it a great reading even on planes.
6 of 7 people found the following review helpful
HASH(0x974f31c8) out of 5 stars A great unequalizer! 30 Aug. 1999
By A Customer - Published on Amazon.com
Format: Hardcover
EXPERIENTIAL MARKETING is not just a great read; it is, in itself, a great experience. Any marketer who reads this book and does NOT have a creative new insight into how to market her or his brand, on how to interact at a more basic, sensory level with ones customers should simply be fired. I recommend this book to managers large and small, in consumer and industrial markets, and especially those struggeling with finding a competitive advantage on the web. EXPERIENTIAL MARKETING is a killer of price competition, it is a great unequalizer.
5 of 7 people found the following review helpful
HASH(0x9636afa8) out of 5 stars First-Rate: An approach that's really new 6 Jun. 1999
By A Customer - Published on Amazon.com
Format: Hardcover
Having devoured Schmitt's previous book, Marketing Aesthetics, I had high expectations for the pre-print I saw of this book. They were exceeded. This is the most relevant book Marketing to have appeared in years, brimming with fresh insights and perspectives.
What makes Schmitt's book so unique -- and unique it certainly is -- is the consistent focus on meaning and interaction. Schmitt ingeniously shows how the static concepts permeating business education and practice today are woefully inadequate to the kinds of dynamic brand relationships required to excel in today's crowded consumer and media-centric marketplace.
Two aspects of the book really stand out. First, Schmitt breaks down the process into five parts, which, simplifying to facilitate memorization, he terms Sense, Feel, Think, Act and Relate; each is copiously illustrated with actual case studies, from Nokia to Tommy Hilfiger. Second, the book's clarity and engaging tone never detract from the solid core of research on which the book is based; Schmitt's scholarship not only fails to be marred by his innate sense of putting forth an argument though metaphor, but is substantially enhanced by it.
This is a book for which the term 'groundbreaking' was invented. As Schmitt himself might admonish you, it's something to be experienced.
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