Experiential Marketing: To Get Customers to Relate to Your Brand - Hardcover

Schmitt, Bernd H.

Hardcover

ISBN 10: 0684854236 ISBN 13: 9780684854236

Verlag: Free Press, 2000

Inhaltsangabe

Book by Schmitt Bernd H

Über diesen Titel

Críticas

Rob WallaceManaging Partner, Wallace Church Associates, Strategic Brand Identity ConsultantsWith "Experiential Marketing," branding now has a bible! Ronald A. GalottiPresident and Publisher, Talk Media, Inc.Schmitt is a marketing guru....He makes sense on every level -- from the intellectual to the emotional. Earl N. PowellPresident, The Design Management InstituteA pioneering work....Provides the essential concepts and structure for a powerful framework to shape marketing. Billy PittardCEO/President, Pittard SullivanA compelling argument for a powerful new approach to marketing that looks at how consumers relate to brands in today's marketing environment. Alan SiegelChairman and CEO, Siegel & GaleA refreshingly lucid, insightful, and original book...Provides clear direction for marketers who want to build successful brands in the new millennium. Mary OlsonPresident and CEO, Transition NetworksE-commerce and marketing strategists take note! "Experiential Marketing" aims at the heart of e-customer relations. Schmitt is an extraordinary thinker and writer. Cleve S. LangtonCorporate Executive Vice President, DDB Needham Worldwide, Inc.Presents a cutting-edge approach to managing any type of business-customer relationship. A must-read for marketing directors, communication managers, and business strategists. Gerald ZaltmanJoseph C. Wilson Professor of Business Administration, Harvard Business SchoolA lucid, provocative account of total experience engineering. This is a well thought out, well documented description of...what it means to truly understand customers. 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. Rob WallaceManaging Partner, Wallace Church Associates, Strategic Brand Identity ConsultantsWith "Experiential Marketing," branding now has a bible!

Reseña del editor

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.

Details zur Ausgabe

• Verlag: Free Press
• Erscheinungsdatum: 2000
• ISBN 10: 0684854236
• ISBN 13: 9780684854236
• Einband: Tapa dura
• Sprache: Englisch
• Anzahl der Seiten: 256