Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands

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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:

Publisher description http://www.loc.gov/catdir/description/simon033/99018003.html
Contributor biographical information http://www.loc.gov/catdir/bios/simon051/99018003.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIEMSA	General Books	33168015752179	658.827 S355E 1999	1	Searching... Unknown

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Summary

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.