Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands

Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands
by Bernd H. Schmitt

List Price: $28.00
Our Price: $27.40
You Save: $0.60 (2%)
Availability: Usually ships in 1-2 business days
Buy Used: from $12.83 (click here)
Category: Book
See more book details and other editions

Book Summary Information

Book Reviews of Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands

Book Review: Very disappointed
Summary: 1 Stars

Summary of Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands

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 H?agen Dazs Caf?s 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.