Experiential Marketing (How to Enhance Company Brand Affinity)

Author: (American) Schmitt, Robert, translated by Liu Yina, Gao Jing, Liang Lijuan
Publisher:
Publish Date: 2004-04-01
Features: Schmitt is a marketing master, proficient in both the rational and emotional aspects of marketing. This book comprehensively and thoroughly introduces customer experience, with rich and detailed content that can be considered as deeply understanding consumers. It is 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 writer and thinker. The book breaks through the traditional "features and benefits" marketing, combining the theory of experience marketing with the successful experience marketing practices of internationally renowned companies. It explains how managers can create experiences for customers through senses, emotions, thoughts, actions, and relationships. The perspectives are novel and unique, the analysis is profound and thorough, making it an excellent guide for marketing professionals, brand managers, and middle-to-high-level managers in enterprises to practice experience marketing. The book also provides numerous cases, introducing the experience marketing methods used by world-class companies, which can effectively guide Chinese enterprises in the market economy to manage brands and achieve experience-oriented marketing management.