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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Experiential marketing : How to get customers to sense, feel, think, act, and relate to your company and brands / SCHMITT, Bernd H.

Book

SCHMITT, Bernd H.

Published by Free Press - 1999

Library: Paris Champerret

Source : Syracuse

Item type: Book
Language: English

Publication year: 1999

ISBN: 0-684-85423-6

Note

Figures, illustrations, photographies, notes

The author 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, he 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 Häagen Dazs cafés in Asia, Europe, and the United States ; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens ; ACT cases on Gillette's Mach 3, the Milk mustache campaign, and Martha Stewart Living ; RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra.

Experiential marketing : How to get customers to sense, feel, think, act, and relate to your company and brands / SCHMITT, Bernd H.

Source : Syracuse

Berlin

London

Madrid

Paris Montparnasse

Paris Champerret

Turin