Overview

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.

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9780684854236

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Schmitt is an authority on sensory experience. In this book he takes a holistic approach to marketing, asking what products mean to consumers and what people experience in the act of consumption. The book outlines five strategic models - sense, feel, think, act and relate - and shows how they have been used in campaigns for companies such as British Airways, Nokia, Gillette and Tommy Hilfiger. The author asserts that what consumers want are products, communications and marketing campaigns that arouse the senses, touch their hearts and stimulate their minds, and explains how by creating a holistic experience to which customers can relate, marketers can transform a product or service from a one-time purchase to a daily part of life. (Kirkus UK)

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.

Alan SiegelChairman and CEO, Siegel & GaleA refreshingly lucid, insightful, and original book...Provides clear direction for marketers who want to build successful brands in the new millennium. Billy PittardCEO/President, Pittard SullivanA compelling argument for a powerful new approach to marketing that looks at how consumers relate to brands in today's marketing environment. Cleve S. LangtonCorporate Executive Vice President, DDB Needham Worldwide, Inc.Presents a cutting-edge approach to managing any type of business-customer relationship. A must-read for marketing directors, communication managers, and business strategists. Earl N. PowellPresident, The Design Management InstituteA pioneering work....Provides the essential concepts and structure for a powerful framework to shape marketing. Gerald ZaltmanJoseph C. Wilson Professor of Business Administration, Harvard Business SchoolA lucid, provocative account of total experience engineering. This is a well thought out, well documented description of...what it means to truly understand customers. 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. Mary OlsonPresident and CEO, Transition NetworksE-commerce and marketing strategists take note! ""Experiential Marketing"" aims at the heart of e-customer relations. Schmitt is an extraordinary thinker and writer. Rob WallaceManaging Partner, Wallace Church Associates, Strategic Brand Identity ConsultantsWith ""Experiential Marketing,"" branding now has a bible! Ronald A. GalottiPresident and Publisher, Talk Media, Inc.Schmitt is a marketing guru....He makes sense on every level -- from the intellectual to the emotional. Rob WallaceManaging Partner, Wallace Church Associates, Strategic Brand Identity Consultants With ""Experiential Marketing,"" branding now has a bible!

Author Information

Bernd H. Schmitt is Professor of Marketing and Director of the Centre on Global Brand Management at Columbia Business School.

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