CONTENTSPrefaceAcknowledgmentsPART ONE: THE EXPERIENTIAL MARKETING REVOLUTION1 FROM FEATURES AND BENEFITS TO CUSTOMER EXPERIENCESThree Marketing Trends at the Turn of the New MillenniumAre We Entering a New Century of Marketing?Traditional Marketing: Four Key CharacteristicsTraditional Marketing Is F&B MarketingTraditional Marketing: The Good, the Bad, and the UglyBut How About "Branding"?The Rise of Experiential MarketingExperiential Marketing: Four Key CharacteristicsFrom Brand = ID to Brand = EXSummary2 THE BREADTH AND SCOPE OF EXPERIENTIAL MARKETINGThe Realm of TransportationAuntie Anne's: Creating an Experience in a Transitional EnvironmentTechnology Products: The Palm Computing Products, CrossWorlds Software, and MicrosoftIndustrial Products: Lycra, Polartec, and IntelNews and Entertainment: Oprah Winfrey, CNN, and CNBCConsulting, Medical, and Other Professional Services: Andersen Consulting, Crystal Run Health Care LLP, and Kinko'sFinancial ProductsHow Do Traditional Marketers View Experiential Marketing?An Overview of the Remainder of the Book3 A FRAMEWORK FOR MANAGING CUSTOMER EXPERIENCESWhat Exactly Is an Experience?Experiences as Typologies of the MindThe Strategic Underpinnings of Experiential Marketing: SEMsExperiential Hybrids and Holistic ExperiencesThe Internal Structure of SEMsThe Instantiation Tools of Experiential Marketing: ExProsSummaryPART TWO: TYPES OF EXPERIENCES4 SENSEMarketing Aesthetics ReduxThe SENSE of TideConcepts and Planning Tools for Sensory MarketingGoing Beyond Marketing AestheticsSENSE MarketingSENSE Strategic ObjectivesThe S-P-C Model for Achieving SENSE ImpactSummary5 FEELHäagen-Dazs Cafés in Asia and EuropeCampbell's SoupWhy Feelings Are ImportantAffective ExperiencesEvents, Agents, and Object EmotionsAffect Occurs Mostly During ConsumptionWhat's the Role of Emotional Advertising?Summary6 THINKGenesis ElderCare: Changing How We Think About the ElderlyApple Computer's RevivalThe Essence of THINK CampaignsTHINK Concepts: Divergent and Convergent ThinkingDirectional and Associative THINK CampaignsConcentration and AttentionThe THINK Principle: A Sense of Surprise, a Dose of Intrigue, and a Smack of ProvocationSummary7 ACTGillette Mach3The Milk Mustache CampaignMartha Stewart LivingTraditional Marketing and ACT ExperiencesPhysical Body ExperiencesLifestylesInteractSummary8 RELATEExamples of Successful RELATE Campaigns: Martha, Harley, Tommy, Steve, and MaoRELATE Marketing and Social InfluenceSocial Categorization and IdentityCross-Cultural ValuesThe Need for ConfirmationThe Case of Michael Jordan FragranceBeyond Categorization and IdentificationSummaryPART THREE: STRUCTURAL, STRATEGIC, AND ORGANIZATIONAL ISSUES9 EXPERIENTIAL HYBRIDS AND HOLISTIC EXPERIENCESThe New BeetleShiseido's 5S StoresHybrids and Holistic Experiences in the SupermarketExperiential HybridsA Tool for Building Hybrids: The Experiential WheelThe Holistic Playing FieldSummary10 STRATEGIC ISSUES OF EXPERIENTIAL MARKETINGIssue 1: Which SEM?Issue 2: Strategic Issues Related to the Experiential GridIssue 3: Corporate Branding and Sub-BrandingIssue 4: New Products, Brand Extentions, and Partnership StrategiesIssue 5: Global Experiental BrandingSummary11 BUILDING THE EXPERIENCE-ORIENTED ORGANIZATIONThe Dionysian CultureCreativity and InnovationTaking the Helicopter ViewThe Physical EnvironmentHiring, Training, and Personal Experiential GrowthWorking with the Right ExternalsSummaryEPILOGUENotesPermissionsIndex