eBook - ePub
Experiential Marketing
How to Get Customers to Sense, Feel, Think, Act, Relate
- 304 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
About this book
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 Häagen Dazs Cafés 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.
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 Häagen Dazs Cafés 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.
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Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access Experiential Marketing by Bernd H. Schmitt in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Cover Page
- Title Page
- CONTENTS
- PREFACE
- ACKNOWLEDGMENTS
- PART ONE THE EXPERIENTIAL MARKETING REVOLUTION
- 1 FROM FEATURES AND BENEFITS TO CUSTOMER EXPERIENCES
- 2 THE BREADTH AND SCOPE OF EXPERIENTIAL MARKETING
- 3 A FRAMEWORK FOR MANAGING CUSTOMER EXPERIENCES
- PART TWO TYPES OF EXPERIENCES
- CHAPTER FOUR SENSE
- 5 FEEL
- 6 THINK
- 7 ACT
- 8 RELATE
- PART THREE STRUCTURAL STRATEGIC AND ORGANIZATIONAL ISSUES
- 9 EXPERIENTIAL HYBRIDS AND HOLISTIC EXPERIENCES
- 10 STRATEGIC ISSUES OF EXPERIENTIAL MARKETING
- 11 BUILDING THE EXPERIENCEORIENTED ORGANIZATION
- EPILOGUE
- NOTES
- PERMISSIONS
- INDEX
- ABOUT THE AUTHOR