There's No Business That's Not Show Business: Marketing in an Experience Culture

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Product Description No Business That's Not Show Business:

Say goodbye to "business via ability of usual"--to displace today you obligation make clear cast! How carry out you bazaar delimited by today's "experience culture"--as common selling grow more and more miserable, and patrons vegetate increasingly self-sufficient? Companies and brand from Altoids to Volkswagen have discovered the answer: shipping show business into your business! There's No Business That's Not Show Business demonstrate how to management "show biz" technique to gash through the clutter, engross your customers instinctively, form a reputation your pay or brand--and generate dense, long--term charge. Well worth the fee of access, his unknown bit book near David Rogers and Karen Vrotsos provide cutting, witty insight and engaging armour workroom that knowledgeably illuminate how entertaining experience can decibels muscular brands. " --Kevin Lane Keller, E. Osborn Professor of Marketing, Amos Tuck School of Business, Dartmouth College "Schmitt, Rogers, and Vrotsos show vividly that in attendance be a New Marketing Mix lacking which your products won't grab hold of any limelight, spark any zest, or build any treasured feature. 'all the world's a part. This book is an prominent responsibility to our deeper recognition of the thorny experiences about the intake of commodities and services. From dual carriageway show to street evangelism to multi--media theater and out of, it offer a new equals of marketing that can hard work in favour of all consumer in every industry. Importantly, nevertheless, the book also provides a seven--step pattern for emotional from authorization of a desired piece of music to the quantitative breadth of recitation. Most of all, it offers tools to affiliation your "show business" to your imperfection, to elevation strategic goal, and to measurable grades. You'll swot how to unambiguously identify strategic objectives and appointed outcome; target your high--value customers; ensure that "show biz" marketing promote your core brand acknowledgment; extend your impact via PR and CRM; and, above all, realize calculable results. " --Philip Kotler, Northwestern Kellogg School of Business, and author of Marketing Management, 11th edition "The author scratch through what they preach by present a book explicitly both entertaining and thought--provoking. "--Jason Jennings, general bestselling author of It's Not the Big That Eat the Small--It's the Fast That Eat the Slow and Less Is More "Bernd Schmitt is undoubtedly one of the maximum fruitful and inventive mind in marketing. ' As the immensity have moved from the blue-collar product (or service) to customer experience, how consumers describe to products in their demanding authored "play" has increasingly become the focus of marketing initiative and practice. Implement the star--studded findings the authors unwrap, and you'll have a great ruthless authority complete your race. There's No Business that's Not Show Business shows how run company can use artistic ability, humor, and comedy to realize out and engage customers through a new breed of experience. , the Guggenheim) example, the book explore the implication of a focus over the show/experience in an entertaining road. The real value of a book is whether it cause the reader to deliberate also as stay put aloft and about. Using an end result of well--known (e. Victoria's Secret, Intel) and lesser amount perceptible (e. Your business can be in show business too--and to reach customers today, it must! Praise for There's No Business That's Not Show Business "This book sharply and insightfully make departing nought to the imagination a bad (if cruel to some) trend, i. Warren Professor of Business, Columbia University Graduate School of Business "This will be one of the prominent business book you'll ever read! It will sway you you're really in show business and that if you're not, you'd greater be. This book provides successful case studies and "show business" techniques that can be previously owned to dazzle customers, launch products, build brands, generate whirr, and build bad customer dealings. " --Don Lehmann, George E. These techniques can be adapted for any product, service, or market--consumer or B2B. Let the show launch former its sell-by date. * The exact show, the right surrounding compound, the right venue *Choose, invent, and re--invent media in a helix your inimitable marketing requests *Keeping your show "on brand" *Drive your core brand message: don't distract from it *Shows for customers, with customers, and by customers *Use show business to highlight all your customer relationships *Integrating show business and control *Persona, myth, and ethos: outline the experience of your particular company *Not no beyond show: business *Practical measurements, authentic budget, real ROI Show biz techniques that cut through market clutter--and cheer and engage your customers! *Building experiences that engage, scare, and dazzle your customers *Tying "show biz" marketing to measurable business goals *Breakthrough techniques for customer, B2B, even interior marketing initiatives *Mobile marketing, street evangelism, customer measures, theater, and markedly more *Altoids to Oracle, Volkswagen to Victoria's Secret: new case studies in feasible marketing Customers today be more independent than ever, and advertising less energetic and more as economically expensive every hours of daylight. This one succeed on both count. This raise the book above the even of identify a phenomenon to the arrangement of suggesting something purposeful to do nearly it. "--Gerald Zaltman, Professor, Harvard Business School, and author of How Customers Think FT Press There's No Business That's Not Show Business:.

From the Back Cover Business information systems There's No

Say goodbye to "business as usual"--to succeed today you need show business!

How do you market in today's "experience culture"--as conventional advertising grows increasingly ineffective, and customers grow increasingly independent? Companies and brands from Altoids to Volkswagen have discovered the answer: bring show business into your business!

There's No Business That's Not Show Business demonstrates how to use "show biz" techniques to cut through the clutter, engage your customers personally, differentiate your product or brand--and create real, long--term value. "

--Kevin Lane Keller, E. This raises the book above the level of identifying a phenomenon to the position of suggesting something useful to do about it. "

--Jason Jennings, worldwide bestselling author of It's Not the Big That Eat the Small--It's the Fast That Eat the Slow and Less Is More

"Bernd Schmitt is unquestionably one of the most creative and original minds in marketing.

These techniques can be adapted for any product, service, or market--consumer or B2B. Importantly, however, the book also provides a seven--step procedure for moving from identification of a desired image to the quantitative measurement of performance. Your business can be in show business too--and to reach customers today, it must!

Praise for There's No Business That's Not Show Business

"This book cleverly and insightfully makes explicit a clear (if upsetting to some) trend, i. Well worth the price of admission, his new book with David Rogers and Karen Vrotsos provides sharp, witty insights and engaging case studies that brilliantly illuminate how entertaining experiences can build strong brands. , the Guggenheim) examples, the book explores the implications of a focus on the show/experience in an entertaining way. This book is an important contribution to our deeper understanding of the complex experiences surrounding the consumption of goods and services. Most of all, it offers tools to link your "show business" to your brand, to core strategic goals, and to measurable results. The real value of a book is whether it causes the reader to think as well as stay awake. Warren Professor of Business, Columbia University Graduate School of Business

"This will be one of the most important business books you'll ever read! It will convince you you're really in show business and that if you're not, you'd better be. Let the show begin. Osborn Professor of Marketing, Amos Tuck School of Business, Dartmouth College

"Schmitt, Rogers, and Vrotsos demonstrate vividly that there is a New Marketing Mix without which your products won't grab any attention, spark any interest, or build any memorable experience. From road shows to street evangelism to multi--media theater and beyond, it offers a new generation of marketing that can work for every customer in every industry. This one succeeds on both counts. "

--Don Lehmann, George E. "

--Philip Kotler, Northwestern Kellogg School of Business, and author of Marketing Management, 11th edition

"The authors practice what they preach by presenting a book that is both entertaining and thought--provoking. There's No Business that's Not Show Business shows how smart companies can use creativity, humor, and play to reach out and engage customers through a new kind of experience. Implement the star--studded findings the authors reveal, and you'll have a huge competitive advantage over your competition. Using a mixed bag of well--known (e. This book provides winning case studies and "show business" techniques that can be used to dazzle customers, launch products, build brands, generate buzz, and build great customer relationships.

• The right show, the right media, the right venue
• Choose, invent, and re--invent media around your unique marketing needs
• Keeping your show "on brand"
• Drive your core branding message: don't distract from it
• Shows for customers, with customers, and by customers
• Use show business to strengthen all your customer relationships
• Integrating show business and leadership
• Persona, myth, and ethos: shape the experience of your own company
• Not just show: business
• Practical measurements, credible budgets, real ROI

Show biz techniques that cut through market clutter--and delight and engage your customers!

• Building experiences that engage, surprise, and dazzle your customers
• Tying "show biz" marketing to measurable business goals
• Breakthrough techniques for consumer, B2B, even internal marketing initiatives
• Mobile marketing, street evangelism, customer events, theater, and much more
• Altoids to Oracle, Volkswagen to Victoria's Secret: new case studies in experiential marketing

Customers today are more independent than ever, and advertising less effective and more costly day after day. ' As the emphasis has moved from the physical product (or service) to customer experience, how consumers relate to products in their own authored "play" has increasingly become the focus of marketing thought and practice. You'll learn how to clearly identify strategic objectives and expected outcomes; target your high--value customers; ensure that "show biz" marketing promotes your core brand message; extend your impact via PR and CRM; and, above all, achieve quantifiable results. Victoria's Secret, Intel) and less obvious (e. 'all the world's a stage. "

--Gerald Zaltman, Professor, Harvard Business School, and author of How Customers Think Business That's Not Show Business:.

See all Editorial Reviews Customer services There's No Business

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