The Experience Is the Marketing--A Special Report
by James H. Gilmore, B. Joseph Pine II
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Book Summary Information
Author: B. Joseph Pine II, James H. GilmoreEdition: Digital
Format: Download: PDF
Published: 2002-08-26
ISBN: N/A
Number of pages: 14
Publisher: BrownHerron
Book Reviews of The Experience Is the Marketing--A Special Report
Book Review: Excellent Addition To The Experience Economy
Summary: 4 Stars
Positive addition to Pine & Gilmore's The Experience Economy. A quick read that fleshes some concepts touched on in the book. LOVE the pdf/download format.
Summary of The Experience Is the Marketing--A Special Report
How could titans of media and marketing fail miserably at retailing? That's what James H. Gilmore and B. Joseph Pine II ask in this e-Doc, a Special Report that provides the reader extensive insight into the important emergence of "marketing experiences." Retail stores, no matter how well done, are no longer enough to attract customers; companies must create experience venues that are so compelling that customers can't help but pay attention -- and then pay happily for the goods or services they go on to purchase. Via extensive illustrations and examples (including many manufacturers and B2B companies), the authors explain how such places -- whether real or virtual -- do a better job of generating demand than most advertising or marketing campaigns. Companies that embrace such revenue-generating experiences create a new way of doing business that makes old-style traditional marketing superfluous. With this Special Report, Pine and Gilmore extend the ideas in their book, The Experience Economy, to any company in need of energizing its marketing or enhancing its customer interactions. This e-Doc is published by BrownHerron Publishing, with permission. BH SmartDocs offer global immediacy, delivering new ideas about managing and leading faster and more economically than any other form of publishing; they are sold exclusively by Amazon.com.How could titans of media and marketing fail miserably at retailing? That's what James H. Gilmore and B. Joseph Pine II ask in this e-Doc, a Special Report that provides the reader extensive insight into the important emergence of "marketing experiences." Retail stores, no matter how well done, are no longer enough to attract customers; companies must create experience venues that are so compelling that customers can't help but pay attention -- and then pay happily for the goods or services they go on to purchase. Via extensive illustrations and examples (including many manufacturers and B2B companies), the authors explain how such places -- whether real or virtual -- do a better job of generating demand than most advertising or marketing campaigns. Companies that embrace such revenue-generating experiences create a new way of doing business that makes old-style traditional marketing superfluous. With this Special Report, Pine and Gilmore extend the ideas in their book, The Experience Economy, to any company in need of energizing its marketing or enhancing its customer interactions. This e-Doc is published by BrownHerron Publishing, with permission. BH SmartDocs offer global immediacy, delivering new ideas about managing and leading faster and more economically than any other form of publishing; they are sold exclusively by Amazon.com.
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