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Articles 1–20. Professor, Columbia Business School - Cited by 47,700 - Consumer behavior - consumer experience - branding - new technologies.
The ultimate goal of experiential marketing is to create holistic experiences that integrate individual experiences into a holistic Gestalt. The paper concludes with an examination of strategic issues and a discussion about how to create the experience-oriented organization.
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...
By Bernd Schmitt. Contents. Introduction. The Experience Concept. 2.1 Experience in Philosophy and Psychology. 2.2 Consumption Experience. 2.3 Experience in Marketing Management. 2.4 Differences from Other Constructs. 3 Key Concepts of Experience Marketing. 3.1 Experiential Value. 3.2 Types of Consumer Experiences.
Experiential Marketing. Experiential marketing is everywhere. In a variety of industries, companies have moved away from traditional "features-and-benefits" marketing toward creating experiences for their customers.
Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands. Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age.
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.
I will discuss the key concepts of experience marketing such as experiential value, different types of experiences, the distinction between ordinary and extraordinary experiences and experience touchpoints. I will also review the empirical findings that provide consumer insights…
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...
IN BERND SCHMITT'S conception of branding, consumers buy experiences rather than products or services. Thus, like many corporate executives, Schmitt asks: How can these experiences be managed? He articulates five distinct experience “modules,” followed by a review of strategies for analyzing the balance among those modules. It's ...
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