Entertainment First

Author: Schmidt et al. Zhu Yanyan
Publisher:
Publish Date: 2004-03-01
Features: This book authentically reflects the realities of the business world. It not only provides excellent business tools for trendy daily consumer goods but also for B2B companies. It is a highly practical book, offering marketing managers insights on how to make their brands stand out, attract and retain loyal customers, and create genuine value for their companies. —Martin Hohrath, Executive Vice President and Global Head of Marketing, SAP
Today, customers are more independent than ever, and the advertising industry seems increasingly ineffective. This book shows us how clever companies use imagination, humor, and performance to engage customers and attract them through new experiences. It provides successful case studies and demonstrates the "business show" techniques that can captivate customers, launch new products, build brands, generate buzz, and establish strong customer relationships. From street shows to street squads, from multimedia theaters to other forms, you can see the arrival of a new marketing era suitable for every customer and industry. Crucially, the book also offers tools to help you connect the "business show" with your brand, core strategic goals, and measurable results. Your company can also join the business show—there's no choice but to cater to today's customers!