Premium
Experiential Marketing: A New Framework for Design and Communications
Author(s) -
Schmitt Bernd
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00247.x
Subject(s) - loyalty , balance (ability) , marketing , business , experiential learning , public relations , advertising , sociology , psychology , political science , pedagogy , neuroscience
IN BERND SCHMITT'S conception of branding, consumers buy experiences rather than products or services. Thus, like many corporate executives, Schmitt asks: How can these experiences be managed? He articulates five distinct experience “modules,” followed by a review of strategies for analyzing the balance among those modules. It's a holistic view of marketing that integrates a broad spectrum of design elements to communicate with customers and influence their loyalty and purchase decisions.