Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company
Experiential marketing, a decidedly turn-of-the-millennium form of corporate persuasion that strives to elicit a powerful sensory or cognitive consumer response, is rapidly superseding the stodgy features-and-benefits approach generally in vogue since the gray-flannel ’50s. In fact, says Bernd H. Schmitt, a professor of marketing and director of the Center on Global Brand Management at Columbia Business School, leading enterprises ranging from Gillette and Martha Stewart … [ Read more ]
Content: Book | Author: Bernd H. Schmitt | Subjects: Customer Related, Marketing / Sales
Build Your Own Garage: Blueprints and Tools to Unleash Your Company’s Hidden Creativity
Content: Book | Authors: Bernd H. Schmitt, Laura Brown | Subjects: Best Practices, Miscellaneous