Synopsis
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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About the Author
Bernd H. Schmitt is Professor of Marketing and Director of the Centre on Global Brand Management at Columbia Business School.
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Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate
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Experiential Marketing
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Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate
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Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate
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Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brand
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Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brand
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Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brand
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Experiential Marketing
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Hardcover. Condition: Good. Dust Jacket Condition: Good. The co-author of "Marketing Aesthetics" now offers a manifesto for the new age of experiential marketing, building on sensory, affective, and cognitive associations. 25 photos. Former library book. Moderate shelf wear. Noticable fading due to exposure to sunlight. Please note the image in this listing is a stock photo and may not match the covers of the actual item. Ex-Library. Seller Inventory # 123606038
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Experiential Marketing
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Hardback. Condition: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Seller Inventory # GOR001357415
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Experiential Marketing
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Hardcover. Condition: Very Good. Experiential Marketing This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 7719-9780684854236