Experiential Marketing: How to Enhance Company and Brand Affinity: How to Enhance Company and Brand Affinity

Author: Bernhard H. Schmitt
Publisher:
Publish Date: 2004-04-01
Features: Schmitt is a master of marketing, excelling from the rational to the emotional aspects of marketing. This book comprehensively and thoroughly introduces customer experience, with rich and detailed content that can be considered to fully understand consumers. A must-read for e-commerce professionals and marketing strategists! This book aims to elaborate on customer relationships in e-commerce. Schmitt is an extraordinary thinker and writer. The book breaks through the traditional "features and benefits" marketing, combining the theory of experience marketing with the successful experience marketing of internationally renowned companies, explaining how managers can create experiences for customers through senses, emotions, thoughts, actions, and relationships. The perspectives are novel and unique, the analysis is quite profound and thorough, making it an excellent guide for marketing professionals, brand managers, and middle and senior management in enterprises to practice experience marketing. The book also provides numerous cases, introducing the experience marketing methods used by top-tier global companies, which can effectively guide Chinese enterprises in the market economy to manage brands and achieve experience-oriented marketing management.