Bernd Schmitt
Experiential Marketing: Secrets, Strategies, and Success Stories from the World’s Greatest Brands Kerry Smith and Dan Hanover John Wiley & Sons (April 2016) The psychology of customer engagement in memorable purchase experiences Until I read Bernd Schmitt’s classic, Experiential Marketing:…
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Magnetic: The Art of Attracting Business Joe Calloway John Wiley & Sons (November 2015) How to create customer experiences that drive new business while sustaining repeat business Marketing can be traced back at least to the bazaars in ancient Athens…
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Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers Tim Halloran Jossey-Bass/A Wiley Brand (2014) How to identify the right customer with whom to engage in a relationship, then sustain it to mutual benefit We have learned a…
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Selling the Invisible: A Field Guide to Modern Marketing Harry Beckwith Business Plus (1997) This is one of the few books I have read that focuses almost entirely on the marketing and sales of services that are, paradoxically, both “invisible”…
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The Entertainment Economy: How Mega-Media Forces Are Transforming Our Lives Michael J. Wolf Crown Business (1999) Note: I read this book when it was first published and recently re-read it, curious to know how well its core concepts have held…
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