Nettpris: 217,-
Experiential Marketing - 2011 - (9781451636369)

Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, R

Nettpris: 217,-
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Bernd H. Schmitt 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 Marketing Aesthetics (Free Press).

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:SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent;FEEL cases on Hallmark, Campbell's Soup, and Haagen Dazs Cafes in Asia, Europe, and the United States;THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens;ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living;RELATE cases 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.

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 FEELHaagen-Dazs Cafes 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

  • Utgitt: 2011
  • Innbinding: Heftet (myke permer)
  • Språk: Engelsk
  • ISBN13: 9781451636369
  • Forlag: The Free Press
  • Sider: 304

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