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Experiential Marketing
Bernd H. Schmitt
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Experiential Marketing (Spanish Edition)

3.45  ·  Rating Details ·  69 Ratings  ·  2 Reviews
Experiential marketing, a decidedly turn-of-the-millennium form of corporate persuasion that strives to elicit a powerful sensory or cognitive consumer response, is rapidly superseding the stodgy features-and-benefits approach generally in vogue since the gray-flannel '50s. In fact, says Bernd H. Schmitt, a professor of marketing and director of the Center on Global Brand ...more
298 pages
Published (first published August 16th 1999)
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Wahyudi Darmawan
Feb 04, 2009 Wahyudi Darmawan rated it really liked it  ·  review of another edition
Sebuah buku yang menyajikan konsep marketing dari sisi yang berbeda dari sebelumnya. Berndt Schmith menyajikan marketing dari sisi yang lebih manusiawi dan memanusiakan marketing, karena marketing adalah seperti human being. Dengan menyentuh seluruh indera manusia, sense, feel, think, act dan relate maka sebuah brand mampu menciptakan experience kepada customernya.
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Jan 20, 2016 Theodore Kinni rated it liked it  ·  review of another edition
Shelves: owned
Schmitt describes how experiences can be created and used to build brands.
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