{"product_id":"experiential-marketing-how-to-get-customers-to-sense-feel-think-act-r-9781451636369","title":"Experiential Marketing: How to Get Customers to Sense, Feel, Think, ACT, R","description":"\u003cb\u003eEngaging, enlightening, provocative, \u003c\/b\u003e and \u003cb\u003esensational\u003c\/b\u003e are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt.\u003cbr\u003eMoving 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.\u003cbr\u003eIn 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: \u003cp\u003e\u003c\/p\u003e\u003cb\u003eSENSE\u003c\/b\u003e cases on Nokia mobile phones, Hennessy cognac, and Procter \u0026amp; Gamble's Tide Mountain Fresh detergent;\u003cbr\u003e\u003cb\u003eFEEL\u003c\/b\u003e cases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States;\u003cbr\u003e\u003cb\u003eTHINK\u003c\/b\u003e cases on Apple Computer's revival, Genesis ElderCare, and Siemens;\u003cbr\u003e\u003cb\u003eACT\u003c\/b\u003e cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living;\u003cbr\u003e\u003cb\u003eRELATE\u003c\/b\u003e cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra.\u003cbr\u003eUsing 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.\u003cbr\u003eThis book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eBernd H. Schmitt\u003c\/b\u003e has consulted, and given lectures and seminars, in more than twenty countries around the world. The founder and director of Columbia's Marketing Management executive program, Professor Schmitt is also a frquent keynote speaker at marketing and management conferences. He is co-author of \u003ci\u003eMarketing Aesthetics\u003c\/i\u003e (Free Press).\u003cbr\u003e","brand":"Free Press","offers":[{"title":"Default Title","offer_id":50337395441938,"sku":"9781451636369","price":14.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_23afa0b5-2379-4e04-9661-ae048b1c7d1a.jpg?v=1727961978","url":"https:\/\/surprise-castle.myshopify.com\/products\/experiential-marketing-how-to-get-customers-to-sense-feel-think-act-r-9781451636369","provider":"Surprise Castle","version":"1.0","type":"link"}