Experiential marketing: how to get customers to sense, feel, think, act, and relate to your company and brands
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
Free Press
1999
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Inhaltsverzeichnis |
| Beschreibung: | XIX, 280 S.: Ill., graph. Darst. |
| ISBN: | 0684854236 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804127783088029696 |
|---|---|
| adam_text | CONTENTS
Preface xiii
Acknowledgments xvii
PART ONE: THE EXPERIENTIAL
MARKETING REVOLUTION
1 FROM FEATURES AND BENEFITS TO
CUSTOMER EXPERIENCES 3
Three Marketing Trends at the Turn of the New Millennium 3
Are We Entering a New Century of Marketing? 11
Traditional Marketing: Four Key Characteristics 12
Traditional Marketing Is F B Marketing 17
Traditional Marketing: The Good, the Bad, and the Ugly 18
But How About Branding ? 21
The Rise of Experiential Marketing 22
Experiential Marketing: Four Key Characteristics 25
From Brand = ID to Brand = EX 30
Summary 31
vii
CONTENTS
2 THE BREADTH AND SCOPE OF
EXPERIENTIAL MARKETING 33
The Realm of Transportation 34
Auntie Anne s: Creating an Experience in a Transitional Environment 44
Technology Products: The Palm Computing Products, Cross Worlds
Software, and Microsoft 45
Industrial Products: Lycra, Polartec, and Intel 48
News and Entertainment: Oprah Winfrey, CNN, and CNBC 49
Consulting, Medical, and Other Professional Services:
Andersen Consulting, Crystal Run Health Care LLP, and Kinko s 50
Financial Products 54
How Do Traditional Marketers View Experiential Marketing? 56
An Overview of the Remainder of the Book 57
3 A FRAMEWORK FOR MANAGING
CUSTOMER EXPERIENCES 59
What Exactly Is an Experience? 60
Experiences as Typologies of the Mind 62
The Strategic Underpinnings of Experiential Marketing: SEMs 63
Experiential Hybrids and Holistic Experiences 69
The Internal Structure of SEMs 71
The Instantiation Tools of Experiential Marketing: ExPros 72
Summary 93
PART TWO: TYPES OF EXPERIENCES
4 SENSE 99
Marketing Aesthetics Redux 99
viii
CONTENTS
The SENSE of Tide 100
Concepts and Planning Tools for Sensory Marketing 101
Going Beyond Marketing Aesthetics 108
YSENSE Marketing 109
SENSE Strategic Objectives 109
The S P C Model for Achieving SENSE Impact 111
Summary 117
5 FEEL 118
K, Haagen Dazs Cafes in Asia and Europe 118
Campbell s Soup 120
Why Feelings Are Important 121
Affective Experiences 122
Events, Agents, and Object Emotions 125
Affect Occurs Mostly During Consumption 126
What s the Role of Emotional Advertising? 134
Summary 137
6 THINK 138
Genesis ElderCare: Changing How We Think About the Elderly 138
Apple Computer s Revival 141
The Essence of THINK Campaigns 142
THINK Concepts: Divergent and Convergent Thinking 144
Directional and Associative THINK Campaigns 146
Concentration and Attention 148
The THINK Principle: A Sense of Surprise, a Dose of Intrigue,
and a Smack of Provocation 148
Summary 153
ix
CONTENTS
7 ACT 154
Gillette Mach3 154
The Milk Mustache Campaign 156
Martha Stewart Living 159
Traditional Marketing and ACT Experiences 160
Physical Body Experiences 161
/ Lifestyles 164
Interact 167
Summary 169
8 RELATE 171
Examples of Successful RELATE Campaigns: Martha, Harley,
Tommy, Steve, and Mao 173
RELATE Marketing and Social Influence 174
Social Categorization and Identity 175
JK Cross Cultural Values 179
The Need for Confirmation 182
The Case of Michael Jordan Fragrance 183
Beyond Categorization and Identification 184
Summary 188
PART THREE: STRUCTURAL, STRATEGIC,
AND ORGANIZATIONAL ISSUES
9 EXPERIENTIAL HYBRIDS AND HOLISTIC EXPERIENCES. ... 193
The New Beetle 194
Shiseido s 5S Stores 198
Hybrids and Holistic Experiences in the Supermarket 200
x
CONTENTS
Experiential Hybrids 208
A Tool for Building Hybrids: The Experiential Wheel 211
The Holistic Playing Field 214
Summary 215
10 STRATEGIC ISSUES OF EXPERIENTIAL MARKETING 216
Issue 1: Which SEM? 216
Issue 2: Strategic Issues Related to the Experiential Grid 218
Issue 3: Corporate Branding and Sub Branding 224
Issue 4: New Products, Brand Extentions, and Partnership Strategies 226
Issue 5: Global Experiental Branding 228
Summary 230
11 BUILDING THE EXPERIENCE ORIENTED ORGANIZATION. . . 233
The Dionysian Culture 235
Creativity and Innovation 238
Taking the Helicopter View 241
The Physical Environment 244
Hiring, Training, and Personal Experiential Growth 245
Working with the Right Externals 248
Summary 250
EPILOGUE 251
Notes 255
Permissions 267
Index 271
xi
|
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| dewey-search | 658.8/27 658.8/27 21 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV013086017 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T18:38:50Z |
| institution | BVB |
| isbn | 0684854236 |
| language | English |
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| spelling | Schmitt, Bernd 1957- Verfasser (DE-588)129688908 aut Experiential marketing how to get customers to sense, feel, think, act, and relate to your company and brands Bernd H. Schmitt New York Free Press 1999 XIX, 280 S.: Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Blagovne znamke Tržno komuniciranje Brand name products -- Marketing Corporate image Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Werbepsychologie (DE-588)4140889-5 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Werbepsychologie (DE-588)4140889-5 s Verbraucherverhalten (DE-588)4062644-1 s DE-604 http://www.loc.gov/catdir/description/simon033/99018003.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008914442&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Schmitt, Bernd 1957- Experiential marketing how to get customers to sense, feel, think, act, and relate to your company and brands Blagovne znamke Tržno komuniciranje Brand name products -- Marketing Corporate image Verbraucherverhalten (DE-588)4062644-1 gnd Werbepsychologie (DE-588)4140889-5 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4062644-1 (DE-588)4140889-5 (DE-588)4144679-3 |
| title | Experiential marketing how to get customers to sense, feel, think, act, and relate to your company and brands |
| title_auth | Experiential marketing how to get customers to sense, feel, think, act, and relate to your company and brands |
| title_exact_search | Experiential marketing how to get customers to sense, feel, think, act, and relate to your company and brands |
| title_full | Experiential marketing how to get customers to sense, feel, think, act, and relate to your company and brands Bernd H. Schmitt |
| title_fullStr | Experiential marketing how to get customers to sense, feel, think, act, and relate to your company and brands Bernd H. Schmitt |
| title_full_unstemmed | Experiential marketing how to get customers to sense, feel, think, act, and relate to your company and brands Bernd H. Schmitt |
| title_short | Experiential marketing |
| title_sort | experiential marketing how to get customers to sense feel think act and relate to your company and brands |
| title_sub | how to get customers to sense, feel, think, act, and relate to your company and brands |
| topic | Blagovne znamke Tržno komuniciranje Brand name products -- Marketing Corporate image Verbraucherverhalten (DE-588)4062644-1 gnd Werbepsychologie (DE-588)4140889-5 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Blagovne znamke Tržno komuniciranje Brand name products -- Marketing Corporate image Verbraucherverhalten Werbepsychologie Markenpolitik |
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