Renowned marketer Bernd Schmitt proposes the implementation of a new marketing paradigm, CEM (customer experience management) in this follow-up to his groundbreaking Experiential Marketing. He offers strategies for putting his theories into practice, demonstrating how CEM will improve upon current marketing schemes such as CRM (customer relations management) by reworking both the static company image and the way the consumer interacts with the company. Schmitt contends that companies can better use their technological resources to maximize the sensory and emotional aspects of the customer’s experience, especially since so much commerce now takes place from remote locations like ATMs or online catalogues. CEM offers more control over customers at every “touch point” that they become involved with a company or a product. The creation of the five-step CEM process is a result of demand on Schmitt from his clients, who are hungry for tips on how to best practice Experiential Marketing.
Book Details:
- Author: Bernd H. Schmitt
- ISBN: 9780470350539
- Year Published: 2003
- Pages: 256
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
Renowned marketer Bernd Schmitt proposes the implementation of a new marketing paradigm, CEM (customer experience management) in this follow-up to his groundbreaking Experiential Marketing. He offers strategies for putting his theories into practice, demonstrating how CEM will improve upon current marketing schemes such as CRM (customer relations management) by reworking both the static company image and the way the consumer interacts with the company. Schmitt contends that companies can better use their technological resources to maximize the sensory and emotional aspects of the customer’s experience, especially since so much commerce now takes place from remote locations like ATMs or online catalogues. CEM offers more control over customers at every “touch point” that they become involved with a company or a product. The creation of the five-step CEM process is a result of demand on Schmitt from his clients, who are hungry for tips on how to best practice Experiential Marketing.
This is a provocative marketing treatise from world-renowned marketer, Bernd Schmitt, based on his ideas about maximizing the customer’s sensory and emotional experience. Companies who already espouse his theory of experiential marketing want practical metods for implementing it, and companies that have not yet discovered Schmitt will be converted.
* A powerful new methodology for serving the customer. * The follow-up to the bestselling Experiential Marketing. * The author is a well-respected marketing thinker and practitioner.
About the Author
BERND H. SCHMITT is Professor of Marketing at Columbia Business School and the Executive Director of the Center on Global Brand Leadership. As a consultant and CEO of the EX Group, he has worked with companies worldwide, including Sony, Ford, Procter & Gamble, Este´e Lauder, DuPont, and IBM. He is also author of the bestselling Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. For more information on Schmitt or his work, visit www.meetschmitt.com.