Experience and Creative Marketing (Building the "Third Place")

Author: (Austrian) Christian Mikunda, translated by Zhou Xinjian, Xie Ning, Huangfu Yijun
Publisher:
Publish Date: 2006-10-01
Features: Brand experience centers and flagship stores, urban entertainment hubs and trendy restaurants—these all belong to the new experiential world of the economic market. Exhibitions and fairs have become places with spiritual entertainment functions. After well-decorated homes and beautified workplaces, "third places" have also become public spaces where one can feel the warmth of home and serve as spiritual refueling stations. They are sensational marketing experiences, like "mobile advertisements." However, they are also manifestations of mature group experiences, providing people with life assistance and spiritual massages, making our cities shine. Without them, the charm of our living spaces would be halved. In this book, the author for the first time deciphers the psychological secrets hidden in these new types of venues, revealing their hidden techniques and high-level planning strategies. If you have ever visited a brightly lit market or patronized trendy restaurants and fashionable stores during your travels, this book will tell you why countless people are captivated by "third places." If you work in advertising, public relations, or marketing in the business world, if you are involved in architectural design, store renovation, or stage design, or if you are a city planner or a government official in charge of economic affairs, this book will provide you with practical guidance to help you plan and optimize industries, commerce, and tourism.