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Bernd H. Schmitt's 'Experiential Marketing' explores the shift from traditional feature-and-benefit marketing to a focus on creating holistic customer experiences. Schmitt introduces the concept of Strategic Experiential Modules (SEMs), which include sensory, affective, creative cognitive, physical, and relational experiences. The book provides a strategic framework and tools for implementing experiential marketing across various industries, including consumer goods, technology, and professional services. Schmitt argues that creating meaningful experiences can enhance customer engagement and brand loyalty. The book combines theoretical insights with practical applications, appealing to marketing professionals and business managers looking to innovate their brand strategies.

Experiential research. --- Customer relations. --- Experiential research --- Customer relations