Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands / Bernd H. Schmitt.

Includes bibliographical references and index.

pt. 1. The experiential marketing revolution -- 1. From features and benefits to customer experiences -- Three marketing trends at the turn of the new millennium -- Are we entering a new century of marketing? -- Traditional marketing : four key characteristics -- Traditional marketing is F & B marketing -- Traditional marketing : the good, the bad, and the ugly -- But how about "branding"? -- The rise of experiential marketing -- Experiential marketing : four key characteristics -- From Brand = ID to Brand = EX -- Summary -- 2. The breadth and scope of experiential marketing -- The realm of transportation -- Auntie Anne's : creating an experience in a transitional environment -- Technology products : the Palm Computing Products, CrossWorlds Software, and Microsoft -- Industrial products : Lycra, Polartec, and Intel -- News and entertainment : Oprah Winfrey, CNN, and CNBC -- Consulting, medical, and other professional services : Andersen Consulting, Crystal Run Health Care LLP, and Kinko's -- Financial products -- How do traditional marketers view experiential marketing? -- An overview of the remainder of the book -- 3. A framework for managing customer experiences -- What exactly is an experience? -- Experiences as typologies of the mind -- The strategic underpinnings of experiential marketing : SEMs -- Experiential hybrids and holistic experiences -- The internal structure of SEMs -- The instantiation tools of experiential marketing : ExPros -- Summary --

pt. 2. Types of experiences -- 4. SENSE -- Marketing aesthetics redux -- The SENSE of Tide -- Concepts and planning tools for sensory marketing -- Going beyond Marketing aesthetics -- SENSE marketing -- SENSE strategic objectives -- The S-P-C model for achieving SENSE impact -- Summary -- 5. FEEL -- Häagen-Dazs Cafés in Asia and Europe -- Campbell's Soup -- Why feelings are important -- Affective experiences -- Events, agents, and object emotions -- Affect occurs mostly during consumption -- What's the role of emotional advertising? -- Summary -- 6. THINK -- Genesis ElderCare : changing how we think about the elderly -- Apple Computer's revival -- The essence of THINK campaigns -- THINK concepts : divergent and convergent thinking -- Directional and associative THINK campaigns -- Concentration and attention -- The THINK principle : a sense of surprise, a dose of intrigue, and a smack of provocation -- Summary -- 7. ACT -- Gillette Mach3 -- The milk mustache campaign -- Martha Stewart Living -- Traditional marketing and ACT experiences -- Physical body experiences -- Lifestyles -- Interact -- Summary -- 8. RELATE -- Examples of successful RELATE campaigns : Martha, Harley, Tommy, Steve, and Mao -- RELATE Marketing and social influence -- Social categorization and identity -- Cross-cultural values -- The need for confirmation -- The case of Michael Jordan fragrance -- Beyond categorization and identification -- Summary --

pt. 3. Structural, strategic, and organizational issues -- 9. Experiential hybrids and holistic experiences -- The new Beetle -- Shiseido's 5S stores -- Hybrids and holistic experiences in the supermarket -- Experiential hybrids -- A tool for building hybrids : the experiential wheel -- The holistic playing field -- Summary -- 10. Strategic issues of experiential marketing -- Issue 1 : Which SEM? -- Issue 2 : strategic issues related to the experiential grid -- Issue 3 : corporate branding and sub-branding -- Issue 4 : new products, brand extensions, and partnership strategies -- Issue 5 : global experiental branding -- Summary -- 11. Building the experience-oriented organization -- The Dionysian culture -- Creativity and innovation -- Taking the helicopter view -- The physical environment -- Hiring, training, and personal experiential growth -- Working with the right externals -- Summary.

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.

Machine converted from AACR2 source record.