{"product_id":"experiential-marketing-9781451636369","title":"Experiential Marketing","description":"\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eCONTENTS\u003c\/b\u003e\u003cbr\u003e\u003ci\u003ePreface\u003cbr\u003eAcknowledgments\u003c\/i\u003e\u003cbr\u003e\u003cb\u003ePART ONE: THE EXPERIENTIAL MARKETING REVOLUTION\u003cbr\u003e1 FROM FEATURES AND BENEFITS TO CUSTOMER EXPERIENCES\u003c\/b\u003e\u003cbr\u003eThree Marketing Trends at the Turn of the New Millennium\u003cbr\u003eAre We Entering a New Century of Marketing?\u003cbr\u003eTraditional Marketing: Four Key Characteristics\u003cbr\u003eTraditional Marketing Is F\u0026amp;B Marketing\u003cbr\u003eTraditional Marketing: The Good, the Bad, and the Ugly\u003cbr\u003eBut How About \"Branding\"?\u003cbr\u003eThe Rise of Experiential Marketing\u003cbr\u003eExperiential Marketing: Four Key Characteristics\u003cbr\u003eFrom Brand = ID to Brand = EX\u003cbr\u003eSummary\u003cbr\u003e\u003cb\u003e2 THE BREADTH AND SCOPE OF EXPERIENTIAL MARKETING\u003c\/b\u003e\u003cbr\u003eThe Realm of Transportation\u003cbr\u003eAuntie Anne's: Creating an Experience in a Transitional Environment\u003cbr\u003eTechnology Products: The Palm Computing Products, CrossWorlds Software, and Microsoft\u003cbr\u003eIndustrial Products: Lycra, Polartec, and Intel\u003cbr\u003eNews and Entertainment: Oprah Winfrey, CNN, and CNBC\u003cbr\u003eConsulting, Medical, and Other Professional Services: Andersen Consulting, Crystal Run Health Care LLP, and Kinko's\u003cbr\u003eFinancial Products\u003cbr\u003eHow Do Traditional Marketers View Experiential Marketing?\u003cbr\u003eAn Overview of the Remainder of the Book\u003cbr\u003e\u003cb\u003e3 A FRAMEWORK FOR MANAGING CUSTOMER EXPERIENCES\u003c\/b\u003e\u003cbr\u003eWhat Exactly Is an Experience?\u003cbr\u003eExperiences as Typologies of the Mind\u003cbr\u003eThe Strategic Underpinnings of Experiential Marketing: SEMs\u003cbr\u003eExperiential Hybrids and Holistic Experiences\u003cbr\u003eThe Internal Structure of SEMs\u003cbr\u003eThe Instantiation Tools of Experiential Marketing: ExPros\u003cbr\u003eSummary\u003cbr\u003e\u003cb\u003ePART TWO: TYPES OF EXPERIENCES\u003cbr\u003e4 SENSE\u003c\/b\u003e\u003cbr\u003eMarketing Aesthetics Redux\u003cbr\u003eThe SENSE of Tide\u003cbr\u003eConcepts and Planning Tools for Sensory Marketing\u003cbr\u003eGoing Beyond \u003ci\u003eMarketing Aesthetics\u003c\/i\u003e\u003cbr\u003eSENSE Marketing\u003cbr\u003eSENSE Strategic Objectives\u003cbr\u003eThe S-P-C Model for Achieving SENSE Impact\u003cbr\u003eSummary\u003cbr\u003e\u003cb\u003e5 FEEL\u003c\/b\u003e\u003cbr\u003eHäagen-Dazs Cafés in Asia and Europe\u003cbr\u003eCampbell's Soup\u003cbr\u003eWhy Feelings Are Important\u003cbr\u003eAffective Experiences\u003cbr\u003eEvents, Agents, and Object Emotions\u003cbr\u003eAffect Occurs Mostly During Consumption\u003cbr\u003eWhat's the Role of Emotional Advertising?\u003cbr\u003eSummary\u003cbr\u003e\u003cb\u003e6 THINK\u003c\/b\u003e\u003cbr\u003eGenesis ElderCare: Changing How We Think About the Elderly\u003cbr\u003eApple Computer's Revival\u003cbr\u003eThe Essence of THINK Campaigns\u003cbr\u003eTHINK Concepts: Divergent and Convergent Thinking\u003cbr\u003eDirectional and Associative THINK Campaigns\u003cbr\u003eConcentration and Attention\u003cbr\u003eThe THINK Principle: A Sense of Surprise, a Dose of Intrigue, and a Smack of Provocation\u003cbr\u003eSummary\u003cbr\u003e\u003cb\u003e7 ACT\u003c\/b\u003e\u003cbr\u003eGillette Mach3\u003cbr\u003eThe Milk Mustache Campaign\u003cbr\u003eMartha Stewart Living\u003cbr\u003eTraditional Marketing and ACT Experiences\u003cbr\u003ePhysical Body Experiences\u003cbr\u003eLifestyles\u003cbr\u003eInteract\u003cbr\u003eSummary\u003cbr\u003e\u003cb\u003e8 RELATE\u003c\/b\u003e\u003cbr\u003eExamples of Successful RELATE Campaigns: Martha, Harley, Tommy, Steve, and Mao\u003cbr\u003eRELATE Marketing and Social Influence\u003cbr\u003eSocial Categorization and Identity\u003cbr\u003eCross-Cultural Values\u003cbr\u003eThe Need for Confirmation\u003cbr\u003eThe Case of Michael Jordan Fragrance\u003cbr\u003eBeyond Categorization and Identification\u003cbr\u003eSummary\u003cbr\u003e\u003cb\u003ePART THREE: STRUCTURAL, STRATEGIC, AND ORGANIZATIONAL ISSUES\u003cbr\u003e9 EXPERIENTIAL HYBRIDS AND HOLISTIC EXPERIENCES\u003c\/b\u003e\u003cbr\u003eThe New Beetle\u003cbr\u003eShiseido's 5S Stores\u003cbr\u003eHybrids and Holistic Experiences in the Supermarket\u003cbr\u003eExperiential Hybrids\u003cbr\u003eA Tool for Building Hybrids: The Experiential Wheel\u003cbr\u003eThe Holistic Playing Field\u003cbr\u003eSummary\u003cbr\u003e\u003cb\u003e10 STRATEGIC ISSUES OF EXPERIENTIAL MARKETING\u003c\/b\u003e\u003cbr\u003eIssue 1: Which SEM?\u003cbr\u003eIssue 2: Strategic Issues Related to the Experiential Grid\u003cbr\u003eIssue 3: Corporate Branding and Sub-Branding\u003cbr\u003eIssue 4: New Products, Brand Extentions, and Partnership Strategies\u003cbr\u003eIssue 5: Global Experiental Branding\u003cbr\u003eSummary\u003cbr\u003e\u003cb\u003e11 BUILDING THE EXPERIENCE-ORIENTED ORGANIZATION\u003c\/b\u003e\u003cbr\u003eThe Dionysian Culture\u003cbr\u003eCreativity and Innovation\u003cbr\u003eTaking the Helicopter View\u003cbr\u003eThe Physical Environment\u003cbr\u003eHiring, Training, and Personal Experiential Growth\u003cbr\u003eWorking with the Right Externals\u003cbr\u003eSummary\u003cbr\u003e\u003cb\u003eEPILOGUE\u003c\/b\u003e\u003cbr\u003e\u003cb\u003e\u003ci\u003eNotes\u003cbr\u003ePermissions\u003cbr\u003eIndex\u003c\/i\u003e\u003c\/b\u003e","brand":"Simon \u0026 Schuster","offers":[{"title":"Default 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