Creating Shared Value: An Interview with Becky Schmitt

HR Digest

From the vantage point of a lifelong career in human resources, Becky Schmitt talked with The HR Digest about the various programs which have put Cognizant on the global map as one of the top companies for star performers. Featured Success stories Becky Schmitt Cognizant

Experiential Marketing: A book review by Bob Morris

First Friday Book Synopsis

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.&# In Experiential Marketing, he

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The Entertainment Economy: A book review by Bob Morris

First Friday Book Synopsis

Bob's blog entries experiential marketing Bernd Schmitt B. Gilmore The Experience Economy Crown Business Williams-Sonoma Ted Turner Michael Eisner Sumner Redstone Marketing Aesthetics Alex Simonson Rupert Murdoch The Entertainment Economy: How Mega-Media Forces Are Transforming Our Lives Michael J. The Entertainment Economy: How Mega-Media Forces Are Transforming Our Lives Michael J.

Brand Sense: A book review by Bob Morris

First Friday Book Synopsis

Brand Sense: Sensory Secrets Behind the Stuff We Buy Martin Lindstrom Free Press (2005) The Interdependence of Branding and Sensory Awareness Note: I read and reviewed this book when it was first published and re-read it again in combination with reading Eric du Plessis’ recently published book, The Branded Mind: What Neuroscience Really Tells Us [.].

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Case Study: Should a Hotelier Invest in a New Kind of Online Travel Agency?

Harvard Business Review

Lotta Tindal, the chief marketing officer for the Dutch hospitality group Ervaring Hotels & Resorts, hadn’t wanted to come to the presentation, but Gerard Bakker, Ervaring’s CFO, had twisted her arm. But Lotta wasn’t yet ready to gamble a significant portion of her marketing budget on it. “RoomLocator simply couldn’t compete in the 1999 market when investors were dumping silly money into the likes of Travelocity and Expedia.

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