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

Schmitt, Bernd H.

 
9780684854236: Experiential Marketing: To Get Customers to Relate to Your Brand
Hardcover
ISBN 10: 0684854236 ISBN 13: 9780684854236
Verlag: Free Press, 2000

Inhaltsangabe

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.

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Über die Autorin bzw. den Autor

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

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Verlag
Free Press
Erscheinungsdatum
2000
Sprache
Englisch
ISBN 10 
0684854236
ISBN 13 
9780684854236
Einband
Tapa dura
Anzahl der Seiten
256
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

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