Product Description

In this text, Bernd Schmitt claims that what consumers want are products, communications and campaigns that arouse the senses, touch their hearts, and stimulate their minds. He also explains that marketers can transform a product or service from a one-time purchase to a daily part of life.

Product Details

• Amazon Sales Rank: #195952 in Books
• Published on: 2000-01-04
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 304 pages

Amazon.co.uk Review
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 to Amtrak and Oprah Winfrey are already using such emotionally loaded techniques successfully to develop new products, communicate with customers, create business partnerships, build innovative cyberspace and brick-and-mortar sales outlets and boost profits. Experiential Marketing presents Schmitt's insightful and thought-provoking examination of this growing trend, along with a series of suggestions (for example, how to create an "us vs. them" atmosphere) for implementing similar efforts. By dissecting a series of relevant campaigns undertaken at the leading-edge firms mentioned above, along with those at other major players such as Harley-Davidson, Volkswagen, Celestial Seasonings and Taster's Choice, Schmitt demonstrates its effectiveness while deftly pointing out salient techniques that readers might adopt.--Howard Rothman, Amazon.com

Review
Hayes RothSenior Executive Director, Landor AssociatesA fresh, new voice in the wilderness of so-called marketing experts -- one who speaks with unusual perception, clarity, and common sense. Bernd Schmitt will have a profound influence for years to come on how we all think about brands and the marketing that sells them.

Customer Reviews

First-Rate: An approach that's really new
Having devoured Schmitt's previous book, Marketing Aesthetics, I had high expectations for the pre-print I saw of this book. They were exceeded. This is the most relevant book Marketing to have appeared in years, brimming with fresh insights and perspectives.

What makes Schmitt's book so unique -- and unique it certainly is -- is the consistent focus on meaning and interaction. Schmitt ingeniously shows how the static concepts permeating business education and practice today are woefully inadequate to the kinds of dynamic brand relationships required to excel in today's crowded consumer and media-centric marketplace.

Two aspects of the book really stand out. First, Schmitt breaks down the process into five parts, which, simplifying to facilitate memorization, he terms Sense, Feel, Think, Act and Relate; each is copiously illustrated with actual case studies, from Nokia to Tommy Hilfiger. Second, the book's clarity and engaging tone never detract from the solid core of research on which the book is based; Schmitt's scholarship not only fails to be marred by his innate sense of putting forth an argument though metaphor, but is substantially enhanced by it.

This is a book for which the term 'groundbreaking' was invented. As Schmitt himself might admonish you, it's something to be experienced.

Another Thick Slice of Brilliance from Schmitt
Anyone who's read Schmitt's auspicious first book, Marketing Aesthetics (with Alex Simonson), already knows that he's the man with the boldest, most relevant ideas in Marketing today. A true polymath, Schmitt continues his deconstruction of standard marketing cliches, which other authors seem not to realize are badly showing their age.

This book takes a holistic approach to Marketing, an approach which is unabashedly consumer-centric. What do products MEAN to consumers? What is it that people experience in the act of consumption? Schmitt answers these questions and more, in supple prose which belies the wealth of concrete recommendations the book contains.

In a world where so much of marketing and business school education is reduced to Excel spreadsheets, Schmitt's take on the sheer anima of Marketing is a breath of fresh air. If you work in Marketing or know anyone who does, this is the book for you.