Experiential Marketing: A book review by Bob Morris
First Friday Book Synopsis
FEBRUARY 23, 2011
Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands Bernd H. Schmitt Free Press (1999) In an earlier book, Marketing Aesthetics (1997), co-authored with Alex Simonson, Schmitt argues that “most of marketing is limited because of its focus on features and benefits.&#
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