Experimental marketing: (Record no. 23155)

MARC details
000 -LEADER
fixed length control field 04171nam a22001697a 4500
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 9781451636369
041 ## - LANGUAGE CODE
Language code of text/sound track or separate title English
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.827
Item number SCH
100 ## - MAIN ENTRY--AUTHOR NAME
Author name Schmitt, Bernd H.
245 ## - TITLE STATEMENT
Title Experimental marketing:
Sub Title how to get customers to sense, feel, think, act, and relate to your company and brands/
Statement of responsibility, etc Bernd H. Schmitt.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication New York:
Name of publisher The Free Press,
Year of publication 1999.
300 ## - PHYSICAL DESCRIPTION
Number of Pages xix, 280 pages:
Other physical details illu;
Dimensions 23 cm.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Include Bibliographic and index.
505 ## - FORMATTED CONTENTS NOTE
Formatted contents note Pt. 1. The experiential marketing revolution<br/>1. From features and benefits to customer experiences<br/>Three marketing trends at the turn of the new millennium<br/>Are we entering a new century of marketing?<br/>Traditional marketing : four key characteristics<br/>Traditional marketing is F & B marketing<br/>Traditional marketing : the good, the bad, and the ugly<br/>But how about "branding"?<br/>The rise of experiential marketing<br/>Experiential marketing : four key characteristics<br/>From Brand = ID to Brand = EX<br/>Summary<br/>2. The breadth and scope of experiential marketing<br/>The realm of transportation<br/>Auntie Anne's : creating an experience in a transitional environment<br/>Technology products : the Palm Computing Products, CrossWorlds Software, and Microsoft<br/>Industrial products : Lycra, Polartec, and Intel<br/>News and entertainment : Oprah Winfrey, CNN, and CNBC<br/>Consulting, medical, and other professional services : Andersen Consulting, Crystal Run Health Care LLP, and Kinko's<br/>Financial products<br/>How do traditional marketers view experiential marketing?<br/>An overview of the remainder of the book<br/>3. A framework for managing customer experiences<br/>What exactly is an experience?<br/>Experiences as typologies of the mind<br/>The strategic underpinnings of experiential marketing : SEMs<br/>Experiential hybrids and holistic experiences<br/>The internal structure of SEMs<br/>The instantiation tools of experiential marketing : ExPros<br/>Summary. Pt. 2. Types of experiences<br/>4. SENSE<br/>Marketing aesthetics redux<br/>The SENSE of Tide<br/>Concepts and planning tools for sensory marketing<br/>Going beyond Marketing aesthetics<br/>SENSE marketing<br/>SENSE strategic objectives<br/>The S-P-C model for achieving SENSE impact<br/>Summary<br/>5. FEEL<br/>Häagen-Dazs Cafés in Asia and Europe<br/>Campbell's Soup<br/>Why feelings are important<br/>Affective experiences<br/>Events, agents, and object emotions<br/>Affect occurs mostly during consumption<br/>What's the role of emotional advertising?<br/>Summary<br/>6. THINK<br/>Genesis ElderCare : changing how we think about the elderly<br/>Apple Computer's revival<br/>The essence of THINK campaigns<br/>THINK concepts : divergent and convergent thinking<br/>Directional and associative THINK campaigns<br/>Concentration and attention<br/>The THINK principle : a sense of surprise, a dose of intrigue, and a smack of provocation<br/>Summary<br/>7. ACT<br/>Gillette Mach3<br/>The milk mustache campaign<br/>Martha Stewart Living<br/>Traditional marketing and ACT experiences<br/>Physical body experiences<br/>Lifestyles<br/>Interact<br/>Summary<br/>8. RELATE<br/>Examples of successful RELATE campaigns : Martha, Harley, Tommy, Steve, and Mao<br/>RELATE Marketing and social influence<br/>Social categorization and identity<br/>Cross-cultural values<br/>The need for confirmation<br/>The case of Michael Jordan fragrance<br/>Beyond categorization and identification<br/>Summary. Pt. 3. Structural, strategic, and organizational issues<br/>9. Experiential hybrids and holistic experiences<br/>The new Beetle<br/>Shiseido's 5S stores<br/>Hybrids and holistic experiences in the supermarket<br/>Experiential hybrids<br/>A tool for building hybrids : the experiential wheel<br/>The holistic playing field<br/>Summary<br/>10. Strategic issues of experiential marketing<br/>Issue 1 : Which SEM?<br/>Issue 2 : strategic issues related to the experiential grid<br/>Issue 3 : corporate branding and sub-branding<br/>Issue 4 : new products, brand extentions, and partnership strategies<br/>Issue 5 : global experiental branding<br/>Summary<br/>11. Building the experience-oriented organization<br/>The Dionysian culture<br/>Creativity and innovation<br/>Taking the helicopter view<br/>The physical environment<br/>Hiring, training, and personal experiential growth<br/>Working with the right externals<br/>Summary<br/>
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Subject Marketing research.
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Books
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home library Current library Shelving location Date acquired Source of acquisition Cost, normal purchase price Bill Date Full call number Accession Number Price effective from Koha item type
    Dewey Decimal Classification     Institute of Public Enterprise, Library Institute of Public Enterprise, Library S Campus 05/10/2024 Laxmi Book Distributors 1729.14 27-02-2024 658.827 SCH 48362 05/10/2024 Books
    Dewey Decimal Classification     Institute of Public Enterprise, Library Institute of Public Enterprise, Library S Campus 05/16/2025 Synergy Books India 1803.10 24-04-2025 658.827 SCH 50069 05/16/2025 Books
    Dewey Decimal Classification     Institute of Public Enterprise, Library Institute of Public Enterprise, Library S Campus 05/16/2025 Synergy Books India 1803.10 24-04-2025 658.827 SCH 50070 05/16/2025 Books
    Dewey Decimal Classification     Institute of Public Enterprise, Library Institute of Public Enterprise, Library S Campus 05/16/2025 Synergy Books India 1803.10 24-04-2025 658.827 SCH 50071 05/16/2025 Books
    Dewey Decimal Classification     Institute of Public Enterprise, Library Institute of Public Enterprise, Library S Campus 05/16/2025 Synergy Books India 1803.10 24-04-2025 658.827 SCH 50072 05/16/2025 Books

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