MARC record from Internet Archive

LEADER: 06964cam 22007094a 4500
001 ocm40698668
003 OCoLC
005 20181203212815.0
008 990121s1999 nyua b 001 0 eng
010 $a 99018003
040 $aDLC$beng$cDLC$dMUQ$dBAKER$dNLGGC$dBTCTA$dYDXCP$dCRH$dILU$dZAD$dOCLCF$dOCLCQ$dDEBSZ$dI8M$dOCLCQ$dCSJ$dOCLCQ$dYBM$dCPO$dOCLCQ$dUKMGB
016 7 $a011973943$2Uk
019 $a963665922
020 $a0684854236
020 $a9780684854236
020 $a9781451636369
020 $a1451636369
024 3 $a9781451636369
035 $a(OCoLC)40698668$z(OCoLC)963665922
042 $apcc
050 00 $aHF5415.13$b.S343 1999
082 00 $a658.8/27$221
084 $a85.40$2bcl
100 1 $aSchmitt, Bernd.
245 10 $aExperiential marketing :$bhow to get customers to sense, feel, think, act, and relate to your company and brands /$cBernd H. Schmitt.
260 $aNew York :$bFree Press,$c℗♭1999.
300 $axix, 280 pages :$billustrations ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references (pages 255-265) and index.
505 0 $apt. 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.
505 0 $apt. 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 -- Ha agen-Dazs Cafe s 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.
505 0 $apt. 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.
520 $aMoving 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.
650 0 $aBranding (Marketing)
650 0 $aCorporate image.
650 6 $aProduits de marque$xMarketing.
650 6 $aEntreprises$xImage.
650 7 $aBranding (Marketing)$2fast$0(OCoLC)fst01743755
650 7 $aCorporate image.$2fast$0(OCoLC)fst00879659
650 17 $aMerken.$2gtt
650 17 $aCorporate image.$2gtt
776 08 $iOnline version:$aSchmitt, Bernd.$tExperiential marketing.$dNew York : Free Press, ℗♭1999$w(OCoLC)988748428
856 41 $3Sample text$uhttp://catdir.loc.gov/catdir/enhancements/fy0641/99018003-s.html
856 41 $3Table of contents$uhttp://catdir.loc.gov/catdir/enhancements/fy0631/99018003-t.html
856 41 $3Table of contents$uhttp://digitool.hbz-nrw.de:1801/webclient/DeliveryManager?pid=917621&custom_att_2=simple_viewer
856 42 $3Contributor biographical information$uhttp://catdir.loc.gov/catdir/bios/simon051/99018003.html
856 42 $3Publisher description$uhttp://catdir.loc.gov/catdir/description/simon033/99018003.html
938 $aBaker & Taylor$bBKTY$c28.00$d21.00$i0684854236$n0003259330$sactive
938 $aBaker and Taylor$bBTCP$n99018003
938 $aYBP Library Services$bYANK$n1545627
029 1 $aAU@$b000014490429
029 1 $aAU@$b000060998103
029 1 $aDEBSZ$b086180169
029 1 $aNLGGC$b180628763
029 1 $aNZ1$b2495875
029 1 $aUNITY$b028676920
029 1 $aYDXCP$b1545627
029 1 $aUKMGB$b011973943
994 $aZ0$bP4A
948 $hNO HOLDINGS IN P4A - 537 OTHER HOLDINGS