In this follow-up to his bestselling book Experiential
Marketing, Bernd Schmitt introduces the five-step CEM process, a
comprehensive tool for connecting with customers at every
touch-point. A must-read for senior executives, marketing managers,
and anyone charged to drive growth and spur change.
PRAISE FOR Customer Experience Management
"In all his work Bernd Schmitt sets about scraping away the
conventional marketing wisdom. Schmitt’s prescription makes it more
satisfying to be a customer, more satisfying to be a brand manager.
I hope desperately that every company with which I do business
reads this book."
–Martyn Straw, Chief Strategy Officer, BBDO Worldwide
"Schmitt finally identifies the bush that a lot of marketing
departments have been beating around. He anchors the activities
that cost us millions and billions of dollars to ‘end game’
objectives that have never before been so beautifully
focused."
–Victor J. Pacor, Chief Marketing Officer, Sony Electronics,
Inc.
"With his groundbreaking new book, Schmitt answers a much-needed
call for a practical way to enact experiential marketing. His
dynamic and engaging voice makes this as entertaining as it is
informative."
關於作者：
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.
目錄：
Chapter 1. Taking the Customer Seriously—Finally.
Chapter 2. An Overview of the CEM Framework.
Chapter 3. Analyzing the Experiential World of the
Customer.
Chapter 4. Building the Experiential Platform.
Chapter 5. Designing the Brand Experience.
Chapter 6. Structuring the Customer Interface.
Chapter 7. Engaging in Continuous Innovation.
Chapter 8. Delivering a Seamlessly Integrated Customer
Experience.
Chapter 9. Organizing for Customer Experience Management.
Notes.
Index.
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