Experiential Marketing: How to Get Customers to Sense, Feel, Think, ACT, R 9781451636369

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Автор: Schmitt, Bernd H
Название: Experiential Marketing: How to Get Customers to Sense, Feel, Think, ACT, R
Перевод названия: Экспериментальный маркетинг
ISBN: 9781451636369
Издательство: Simon & Schuster
Издательство: Free Press
Классификация:

Торгово-промышленная деятельность и управление

Торговля и маркетинг

ISBN-10: 1451636369
Обложка/Формат: Paperback
Страницы: 304
Вес: 0.46 кг.
Дата издания: January 01, 2011
Язык: English
Иллюстрации: Black & white illustrations
Размер: 229 x 156 x 18
Читательская аудитория: General (us: trade)
Подзаголовок: How to get customers to sense, feel, think, act, r
Рейтинг:
Поставляется из: США
Описание: Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt.
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.
In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use experience providers such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides:
SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gambles Tide Mountain Fresh detergent;
FEEL cases on Hallmark, Campbells Soup, and Haagen Dazs Cafes in Asia, Europe, and the United States;
THINK cases on Apple Computers revival, Genesis ElderCare, and Siemens;
ACT cases on Gillettes Mach3, the Milk Mustache campaign, and Martha Stewart Living;
RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra.
Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as Objective: To Dream, Send in the Iconoclasts, and Quit the Bull, to show how traditional marketing firms can transform themselves into experience-oriented organizations.
This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.

Experiential Marketing: How to Get Customers to Sense, Feel, Think, ACT, R, Schmitt, Bernd H