{"title":"Bernd H Schmitt","description":null,"products":[{"product_id":"experiential-marketing-book-bernd-h-schmitt-9780684854236","title":"Experiential Marketing","description":"Traditional approaches to marketing are out of touch with today's fast-paced multimedia environment.  No longer is it enough to pitch the features and benefits of a product.  Consumers now take functional quality and a positive brand image as a given, says Bernd Schmitt.  What they want are products, communications, and marketing campaigns that arouse the senses, touch their hearts, and stimulate their minds.  Responding to the public's desires, experiential marketers do not sell mere products.  Instead, they seek, through packaging and advertising, to create a holistic experience to which customers can relate.  In this way, Schmitt explains, marketers can transform a product or service from a one-time purchase to a daily part of the consumer's life. Incorporating the latest findings from psychology, cognitive science, sociology, and evolutionary biology, EXPERIENTIAL MARKETING is essential reading for managers at every level who want to create, build or revitalise a brand or company.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49517624394001,"sku":"GOR001357415","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ LIKE_NEW \/ INTERNAL","offer_id":49555274924305,"sku":"GOR008799392","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":49955684647185,"sku":"CIN0684854236G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50281573024017,"sku":"CIN0684854236VG","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0684854236.jpg?v=1750815988"},{"product_id":"experiential-marketing-book-bernd-h-schmitt-9781451636369","title":"Experiential Marketing","description":"Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional \"features-and-benefits\" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns. In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use \"experience providers\" such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides:  SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter \u0026amp; Gamble's Tide Mountain Fresh detergent; FEEL cases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens; ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living; RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra. Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as \"Objective: To Dream,\" \"Send in the Iconoclasts,\" and \"Quit the Bull,\" to show how traditional marketing firms can transform themselves into experience-oriented organizations. This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49518141505809,"sku":"GOR008548133","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ GOOD \/ SBYB","offer_id":50326780215569,"sku":"CIN1451636369G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ NEW \/ INGRAM","offer_id":51027222823185,"sku":"NIN9781451636369","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":52106330702097,"sku":"CIN1451636369VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52433206247697,"sku":"NLS9781451636369","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1451636369.jpg?v=1751115372"},{"product_id":"marketing-aesthetics-book-bernd-h-schmitt-9780684826554","title":"Marketing Aesthetics","description":"By offering a strategy for managing a company's total aesthetic output and with chapters on consumer brands, service-based companies, and international organizations, the authors aim to show how any organization can differentiate and elevate themselves above the competition.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49545419129105,"sku":"GOR001914943","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ GOOD \/ SBYB","offer_id":50177575551249,"sku":"CIN0684826550G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50254695137553,"sku":"CIN0684826550VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ GOOD \/ INTERNAL","offer_id":51171813851409,"sku":"GOR004177297","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0684826550.jpg?v=1751231134"},{"product_id":"customer-experience-management-book-bernd-h-schmitt-9780471237747","title":"Customer Experience Management","description":"In Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken. Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector. A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change, Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49605576294673,"sku":"GOR002407861","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ GOOD \/ SBYB","offer_id":49851993882897,"sku":"CIN0471237744G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":49852141437201,"sku":"CIN0471237744VG","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0471237744.jpg?v=1750783036"},{"product_id":"there-s-no-business-that-s-not-show-business-book-bernd-h-schmitt-9780130471192","title":"There's No Business That's Not Show Business","description":"Say goodbye to \"business as usual\"--to succeed today you need show business! How do you market in today's \"experience culture\"--as conventional advertising grows increasingly ineffective, and customers grow increasingly independent? Companies and brands from Altoids to Volkswagen have discovered the answer: bring show business into your business! There's No Business That's Not Show Business demonstrates how to use \"show biz\" techniques to cut through the clutter, engage your customers personally, differentiate your product or brand--and create real, long--term value. These techniques can be adapted for any product, service, or market--consumer or B2B. You'll learn how to clearly identify strategic objectives and expected outcomes; target your high--value customers; ensure that \"show biz\" marketing promotes your core brand message; extend your impact via PR and CRM; and, above all, achieve quantifiable results.* The right show, the right media, the right venue *Choose, invent, and re--invent media around your unique marketing needs *Keeping your show \"on brand\" *Drive your core branding message: don't distract from it *Shows for customers, with customers, and by customers *Use show business to strengthen all your customer relationships *Integrating show business and leadership *Persona, myth, and ethos: shape the experience of your own company *Not just show: business *Practical measurements, credible budgets, real ROI  Show biz techniques that cut through market clutter--and delight and engage your customers!  *Building experiences that engage, surprise, and dazzle your customers *Tying \"show biz\" marketing to measurable business goals *Breakthrough techniques for consumer, B2B, even internal marketing initiatives *Mobile marketing, street evangelism, customer events, theater, and much more *Altoids to Oracle, Volkswagen to Victoria's Secret: new case studies in experiential marketing  Customers today are more independent than ever, and advertising less effective and more costly every day.There's No Business that's Not Show Business shows how smart companies can use creativity, humor, and play to reach out and engage customers through a new kind of experience. This book provides winning case studies and \"show business\" techniques that can be used to dazzle customers, launch products, build brands, generate buzz, and build great customer relationships. From road shows to street evangelism to multi--media theater and beyond, it offers a new generation of marketing that can work for every customer in every industry. Most of all, it offers tools to link your \"show business\" to your brand, to core strategic goals, and to measurable results. Your business can be in show business too--and to reach customers today, it must!  Praise for There's No Business That's Not Show Business  \"This book cleverly and insightfully makes explicit a clear (if upsetting to some) trend, i.e. 'all the world's a stage.' As the emphasis has moved from the physical product (or service) to customer experience, how consumers relate to products in their own authored \"play\" has increasingly become the focus of marketing thought and practice. Using a variety of well--known (e.g.Victoria's Secret, Intel) and less obvious (e.g., the Guggenheim) examples, the book explores the implications of a focus on the show\/experience in an entertaining way. Importantly, however, the book also provides a seven--step procedure for moving from identification of a desired image to the quantitative measurement of performance. This raises the book above the level of identifying a phenomenon to the position of suggesting something useful to do about it. The real value of a book is whether it causes the reader to think as well as stay awake. This one succeeds on both counts.\" --Don Lehmann, George E. Warren Professor of Business, Columbia University Graduate School of Business \"This will be one of the most important business books you'll ever read! It will convince you you're really in show business and that if you're not, you'd better be. Implement the star--studded findings the authors reveal, and you'll have a huge competitive advantage over your competition. Let the show begin.\"--Jason Jennings, worldwide bestselling author of It's Not the Big That Eat the Small--It's the Fast That Eat the Slow and Less Is More \"Bernd Schmitt is unquestionably one of the most creative and original minds in marketing. Well worth the price of admission, his new book with David Rogers and Karen Vrotsos provides sharp, witty insights and engaging case studies that brilliantly illuminate how entertaining experiences can build strong brands.\" --Kevin Lane Keller, E.B. Osborn Professor of Marketing, Amos Tuck School of Business, Dartmouth College \"Schmitt, Rogers, and Vrotsos demonstrate vividly that there is a New Marketing Mix without which your products won't grab any attention, spark any interest, or build any memorable experience.\" --Philip Kotler, Northwestern Kellogg School of Business, and author of Marketing Management, 11th edition \"The authors practice what they preach by presenting a book that is both entertaining and thought--provoking. This book is an important contribution to our deeper understanding of the complex experiences surrounding the consumption of goods and services.\"--Gerald Zaltman, Professor, Harvard Business School, and author of How Customers Think","brand":"WoB","offers":[{"title":"GB \/ GOOD \/ INTERNAL","offer_id":49643148345617,"sku":"GOR013498783","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":51281948377361,"sku":"GOR005827745","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0130471194.jpg?v=1751163461"},{"product_id":"big-think-strategy-book-bernd-h-schmitt-9781422103210","title":"Big Think Strategy","description":"Business leaders need bold strategies to stay relevant and win. In \"Big Think Strategy\", Schmitt shows how to bring bold thinking into your business by sourcing big ideas and executing them creatively. With the tools in this book, any leader can overcome institutionalized 'small think' - the inertia, the narrow-mindedness, and the aversion to risk that block true innovation. Your reward? Big, bold, and decidedly doable strategies that excite your employees and leave your rivals scrambling. Drawing on years of advising corporate leaders on creativity and strategy development, Schmitt explains how to infuse fresh thinking into the planning process. Through his commentary on the Trojan War, the film \"Fitzcarraldo\", and the composer Gustav Mahler, Schmitt uncovers the essence of bold leadership and the levers of revolutionary change.Abundant examples from Apple, Whole Foods, MySpace, IBM, General Electric, the Metropolitan Opera, and the Bill and Melinda Gates Foundation to name a few, show 'big think strategy' in action. Tested by daring executives in a diverse range of industries, the practical ideas and tools in this book will help you leverage bold ideas in your strategic planning and position your firm uniquely for lasting market relevance and success.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49647878766865,"sku":"GOR003222336","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ GOOD \/ SBYB","offer_id":50380464423185,"sku":"CIN1422103218G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":52765878550801,"sku":"CIN1422103218VG","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1422103218.jpg?v=1751019045"}],"url":"https:\/\/www.worldofbooks.com\/fr-fr\/collections\/auteur-livres-de-bernd-h-schmitt.oembed","provider":"World of Books ","version":"1.0","type":"link"}