- EAN13
- 9782806242709
- Éditeur
- Business Book Summaries
- Date de publication
- 15/02/2013
- Langue
- anglais
- Fiches UNIMARC
- S'identifier
Summary: Experiential Marketing
Review and Analysis of Schmitt's Book
BusinessNews Publishing
Business Book Summaries
Livre numérique
Autre version disponible
The must-read summary of Bernd Schmitt's book: "Experiential Marketing: How To
Get Customers To Sense, Feel, Think, Act and Relate To Your Company and
Brands".
This complete summary of the ideas from Bernd Schmitt's book "Experiential
Marketing" offers a new way to look at the goal of marketing. In fact,
traditional marketing is benefits-oriented – that is, consumers are assumed to
be rational decision makers who seek to maximise the number of benefits they
derive by comparing different products that offer different sets of features.
In this context, branding is used to create awareness and attention. This
summary highlights that, by contrast, experiential marketing suggests that
consumers want to be stimulated, entertained, educated and challenged by the
products or services they buy. In fact, customers are looking for brands that
provide them with memorable experiences. Thus, the central activity of
experiential marketing is to develop efficient ways to create and deliver
experiences.
Added-value of this summary:
• Save time
• Understand key concepts
• Increase your business knowledge
To learn more, read "Experiential Marketing" and discover an insightful guide
which will help managers and strategists complement their tactical efforts in
the marketplace.
Get Customers To Sense, Feel, Think, Act and Relate To Your Company and
Brands".
This complete summary of the ideas from Bernd Schmitt's book "Experiential
Marketing" offers a new way to look at the goal of marketing. In fact,
traditional marketing is benefits-oriented – that is, consumers are assumed to
be rational decision makers who seek to maximise the number of benefits they
derive by comparing different products that offer different sets of features.
In this context, branding is used to create awareness and attention. This
summary highlights that, by contrast, experiential marketing suggests that
consumers want to be stimulated, entertained, educated and challenged by the
products or services they buy. In fact, customers are looking for brands that
provide them with memorable experiences. Thus, the central activity of
experiential marketing is to develop efficient ways to create and deliver
experiences.
Added-value of this summary:
• Save time
• Understand key concepts
• Increase your business knowledge
To learn more, read "Experiential Marketing" and discover an insightful guide
which will help managers and strategists complement their tactical efforts in
the marketplace.
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