Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands
by
Schmitt, Bernd.
Title
:
Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands
Author
:
Schmitt, Bernd.
ISBN
:
9780684854236
Personal Author
:
Schmitt, Bernd.
Publication Information
:
New York : Free Press, c1999.
Physical Description
:
xix, 280 p. : ill. ; 24 cm.
Contents
:
Pt. 1. 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 -- Pt. 2. Types of Experiences. 4. Sense. 5. Feel. 6. Think. 7. Act. 8. Relate -- Pt. 3. Structural, Strategic, and Organizational Issues. 9. Experiential Hybrids and Holistic Experiences. 10. Strategic Issues of Experiential Marketing. 11. Building the Experience-Oriented Organization.
Abstract
:
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.
Subject Term
:
Branding (Marketing)
Corporate image.
Electronic Access
:
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| IIEMSA | General Books | 33168015752179 | 658.827 S355E 1999 | 1 |