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Experiential Marketing: A New Framework for Design and Communications

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Description
AUTHOR(S):

Bernd Schmitt, Ph.D., Professor of Business/Director, Center for Global Brand Management, Columbia Business School

 

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

 

PUBLISHED: 1999

 

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