Experiential Marketing: How to Get Customers Sense, Feel, Think, Act, and Relate to Your Company and Brands

Schmitt, Bernd H.; Bernd H. Schmitt

ISBN 10: 0684854236 / ISBN 13: 9780684854236

Edité par The Free Press/ A Division of Simon & Schuster, Inc., New York, 1999

A propos de cet article

280 pp. Essentially nearly flawless copy with minimal external wear. Yellow and pink highlighting throughout text. Dj shows minimal wear around edges.

N° de réf. du vendeur 1iCb0005

Détails bibliographiques

• Titre: Experiential Marketing: How to Get Customers Sense, Feel, Think, Act, and Relate to Your Company and Brands
• Éditeur: The Free Press/ A Division of Simon & Schuster, Inc., New York
• Date de parution: 1999
• Langue: anglais
• ISBN à 10 chiffres: 0684854236
• ISBN à 13 chiffres: 9780684854236
• Reliure: Hardcover
• Illustrateur: Carla Bolte (Desgin); Tom Lau (Jacket Design); Shasti O'Leary (Jacket Illustration); Sports Chrome (Jacket Photo, Sky); The Image Bank (Jacket Photo, Sky Diver); Gail van der Merwe (Author Photo)
• État de l'article: Very Good
• État de la jaquette: Very Good
• Catalogues du vendeur:
  • Business, Marketing, Sales, Advertising
  • Business, Industrial & Organizational Mgmt
  • Academic, Scholarly, Research

A propos de ce titre

Synopsis

Traditional approaches to marketing are out of touch with today's fast-paced multimedia environment. No longer is it enough to pitch the features and benefits of a product. Consumers now take functional quality and a positive brand image as a given, says Bernd Schmitt. What they want are products, communications, and marketing campaigns that arouse the senses, touch their hearts, and stimulate their minds. Responding to the public's desires, experiential marketers do not sell mere products. Instead, they seek, through packaging and advertising, to create a holistic experience to which customers can relate. In this way, Schmitt explains, marketers can transform a product or service from a one-time purchase to a daily part of the consumer's life. Incorporating the latest findings from psychology, cognitive science, sociology, and evolutionary biology, EXPERIENTIAL MARKETING is essential reading for managers at every level who want to create, build or revitalise a brand or company.

À propos de l?auteur

Bernd H. Schmitt is Professor of Marketing and Director of the Centre on Global Brand Management at Columbia Business School.