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Lowest price: € 0.81, highest price: € 12.21, average price: € 3.79
Experiential Marketing: How to Get Customers to Sense, Feel, Think, ACT, Relate - Schmitt, Bernd H.
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Schmitt, Bernd H.:
Experiential Marketing: How to Get Customers to Sense, Feel, Think, ACT, Relate - used book

ISBN: 9780684854236

ID: 2505161

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 & Gamble's Tide Mountain Fresh detergent; FEEL cases on Hallmark, Campbell's Soup, and Haagen Dazs Cafes in Asia, Europe, and the United States; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens; ACT cases on Gillette's 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, Relate Schmitt, Bernd H., Free Press

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EXPERIENTIAL MARKETING How to Get Customers to Sense, Feel, Think, Act and  Relate to Your Company and Brands - Schmitt, Bernd H
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Schmitt, Bernd H:
EXPERIENTIAL MARKETING How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands - hardcover

1999, ISBN: 9780684854236

ID: 33304300

NY: Free Press. Near Fine in Fine dust jacket. 1999. First Edition; First Printing. Hardcover. 0684854236 . 280 pages; Near Fine/Fine. Soft bump to corner tips. Boards are straight, spine is square and pages are clean. DJ is Fine. In protective sleeve. Presents a cutting-edge approach to managing any type of business-customer relationship. A must read for marketing directors, communication managers, and business strategists. ., Free Press, 1999

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Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate - Bernd H. Schmitt
book is out-of-stock
(*)
Bernd H. Schmitt:
Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate - hardcover

ISBN: 9780684854236

ID: 1072442502

Free Press. Hardcover. GOOD. Spine creases, wear to binding and pages from reading. May contain limited notes, underlining or highlighting that does affect the text. Possible ex library copy, that’ll have the markings and stickers associated from the library. Accessories such as CD, codes, toys, may not be included., Free Press

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Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate - Schmitt, Bernd H.
book is out-of-stock
(*)
Schmitt, Bernd H.:
Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate - hardcover

1999, ISBN: 9780684854236

ID: 11461779305

Hardcover, Paper cover jacket: GOOD CONDITION main text: good condition., [PU: Free Press]

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Experiential Marketing - Bernd H. Schmitt
book is out-of-stock
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Bernd H. Schmitt:
Experiential Marketing - hardcover

2000, ISBN: 9780684854236

ID: 975127995

Free Press, 01/04/2000. Hardcover. Used; Acceptable., Free Press, 01/04/2000

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Details of the book
Experiential Marketing: How to Get Customers to Sense, Feel, Think, ACT, Relate

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

Details of the book - Experiential Marketing: How to Get Customers to Sense, Feel, Think, ACT, Relate


EAN (ISBN-13): 9780684854236
ISBN (ISBN-10): 0684854236
Hardcover
Publishing year: 2000
Publisher: SIMON & SCHUSTER
Weight: 0,539 kg
Language: eng/Englisch

Book in our database since 03.06.2007 18:18:38
Book found last time on 01.11.2018 21:08:54
ISBN/EAN: 0684854236

ISBN - alternate spelling:
0-684-85423-6, 978-0-684-85423-6


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