Experiential Marketing - Hardcover

Schmitt, Bernd H.

Hardcover

ISBN 10: 0684854236 ISBN 13: 9780684854236

Publisher: Free Press, 2000

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.

About this title

Review

Experiential marketing, a decidedly turn-of-the- millennium form of corporate persuasion that strives to elicit a powerful sensory or cognitive consumer response, is rapidly superseding the stodgy, features-and-benefits approach generally in vogue since the gray-flannel 50s. In fact, says Bernd H. Schmitt, a professor of marketing and director of the Center on Global Brand Management at Columbia Business School, leading enterprises ranging from Gillette and Martha Stewart to Amtrak and Oprah Winfrey are already using such emotionally loaded techniques successfully to develop new products, communicate with customers, create business partnerships, build innovative cyberspace and brick-and-mortar sales outlets and boost profits. Experiential Marketing presents Schmitt's insightful and thought-provoking examination of this growing trend, along with a series of suggestions (for example, how to create an "us vs. them" atmosphere) for implementing similar efforts. By dissecting a series of relevant campaigns undertaken at the leading-edge firms mentioned above, along with those at other major players such as Harley-Davidson, Volkswagen, Celestial Seasonings and Taster's Choice, Schmitt demonstrates its effectiveness while deftly pointing out salient techniques that readers might adopt.--Howard Rothman, Amazon.com

Review

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!

Edition details

• Publisher: Free Press
• Publication date: 2000
• ISBN 10: 0684854236
• ISBN 13: 9780684854236
• Binding: Hardcover
• Language: English
• Number of pages: 256