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Summary: experiential marketing
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Summary: experiential marketing

Summary: experiential marketing

Review and analysis of schmitt's book

Businessnews Publishing - Collection Business book summaries

42 pages, parution le 16/09/2016

Résumé

The must-read summary of Bernd Schmitt's book: "Experiential Marketing: How To Get Customers To Sense, Feel, Think, Act and Relate To Your Company and Brands".

This complete summary of the ideas from Bernd Schmitt's book "Experiential Marketing" offers a new way to look at the goal of marketing. In fact, traditional marketing is benefits-oriented - that is, consumers are assumed to be rational decision makers who seek to maximise the number of benefits they derive by comparing different products that offer different sets of features. In this context, branding is used to create awareness and attention. This summary highlights that, by contrast, experiential marketing suggests that consumers want to be stimulated, entertained, educated and challenged by the products or services they buy. In fact, customers are looking for brands that provide them with memorable experiences. Thus, the central activity of experiential marketing is to develop efficient ways to create and deliver experiences. 

Added-value of this summary: 
- Save time 
- Understand key concepts 
- Increase your business knowledge

To learn more, read "Experiential Marketing" and discover an insightful guide which will help managers and strategists complement their tactical efforts in the marketplace.

Caractéristiques techniques

  PAPIER
Éditeur(s) Busi Book Sum
Auteur(s) Businessnews Publishing
Collection Business book summaries
Parution 16/09/2016
Nb. de pages 42
Format 12 x 18
Couverture Broché
Poids 53g
EAN13 9782511043509

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