Experimental marketing: (Record no. 23155)
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000 -LEADER | |
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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 |
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 |
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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 |