株式会社極東書店トップ＞商品一覧＞ Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brand.

商品詳細

Name: Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brand.
Author: Schmitt, Bernd H.
ISBN: 978-0-684-85423-6

Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brand.

・ISBN 978-0-684-85423-6 cloth

お気に入り ★★★

お問い合わせ

著者・編者	Schmitt, Bernd H.,
出版社	(Free Pr., US)
出版年月	1999
ページ数	256 pp.
言語	ENG
ニュース番号	＜454-523＞

解説

Traditional approaches to marketing are out of touch with today's fast-paced multimedia environment. No longer is it enough to pitch the features and benefits of a product. Consumers now take functional quality and a positive brand image as a given, says Bernd Schmitt. What they want are products, communications, and marketing campaigns that arouse the senses, touch their hearts, and stimulate their minds. Responding to the public's desires, experiential marketers do not sell mere products. Instead, they seek, through packaging and advertising, to create a holistic experience to which customers can relate. In this way, Schmitt explains, marketers can transform a product or service from a one-time purchase to a daily part of the consumer's life. Incorporating the latest findings from psychology, cognitive science, sociology, and evolutionary biology, EXPERIENTIAL MARKETING is essential reading for managers at every level who want to create, build or revitalise a brand or company.