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

Autor: Schmitt, Bernd H.

Editorial: Free Press

Formato:Tapa Suave
Precio de Lista:$19.99
Nuestro Precio:$2.19 (89% Descuento) USD
Stock:349

Resumen:

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

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:

SENSEcases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent;

FEELcases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States;

THINKcases on Apple Computer's revival, Genesis ElderCare, and Siemens;

ACTcases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living;

RELATEcases 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.


Categoría   Sub-Categoría
Negocios y Economia   Marketing

ISBN 13:9781451636369
ISBN 10:1451636369
Formato:Tapa Suave
Idioma:Inglés
Páginas:280
Tamaño:8.98" l x 5.90" w x 0.91" h
Edades:
Grado:

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