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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

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In einem durch permanente Medienpräsenz geprägten Umfeld geraten Unternehmen und ihre Marken durch negative Schlagzeilen leicht ins Rampenlicht. Derartige Medieninformationen können sehr schädliche Folgen für die betroffenen Unternehmen und ihre Marke haben. Anja Weißgerber untersucht, ob eine intensive Beziehung zwischen Konsumenten und Marken das Konsumentenverhalten auch im Fall der so genannten ereignisinduzierten Markenkrisen positiv beeinflussen bzw. krisenpräventiv wirken kann. Sie entwickelt ein Modell zur Wirkung von Markenbeziehungen auf das Konsumentenverhalten im Fall von Krisensituationen und zeigt, dass gute Markenbeziehungen im Fall negativer Medienberichterstattung über die Marke immunisierenden Einfluss haben. Abschließend entwickelt sie Handlungsempfehlungen für das Markenmanagement vor und in ereignisinduzierten Markenkrisen.

Marketing. --- Experiential research. --- Psychology Research.

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Als interdisziplinärer Ansatz der Wirtschaftswissenschaften, der Psychologie und der Neurowissenschaften besteht der Anspruch des Forschungsgebiets Neuromarketing darin, neue Erkenntnisse für das Marketing zu generieren. Gerhard Raab, Oliver Gernsheimer und Maik Schindler geben einen fundierten Einblick in das noch junge Forschungsgebiet. Zum Verständnis und der Anwendung des Neuromarketing werden die notwendigen neurologischen und biologischen Grundlagen vermittelt und die Untersuchungsmethoden erläutert. Die Erkenntnisse und Implikationen für unterschiedliche Marketing-Bereiche, wie Markenführung und Kundenverhalten, werden anhand von praktischen Beispielen sowie Untersuchungsergebnissen beschrieben und analysiert.

Marketing. --- Neurosciences. --- Experiential research. --- Psychology Research.

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"This book investigates how we should form ourselves in a world saturated with technologies that are profoundly intruding in the very fabric of our selfhood. How do we recognize that smart technological environments, imaging technologies and smart drugs increasingly shape who and what we are and influence who we ought to be? Tackling this issue requires going beyond the persistent and stubborn inside-outside dualism and recognizing that what we consider our "inside" self is to a great extent shaped by our "outside" world. Inspired by various philosophers - especially Nietzsche, Peirce and Lacan -this book demonstrates that the values, goals and ideals that humans encounter in their environments not only shape their identities but also enable them to critically relate to their present state. The author argues against understanding technological self-formation in terms of making ourselves better, stronger, and smarter. Rather, we should conceive it in terms of technological sublimation, which redefines the very notion of human enhancement. In this respect the author introduces an alternative, more suitable theory, namely Technological Sublimation Theory (TST). Extimate Technology will be of interest to scholars and advanced students working in philosophy of technology, philosophy of the self, phenomenology, pragmatism, and history of philosophy"--

Technology --- Experiential research. --- Self. --- Philosophy. --- Psychological aspects.

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"This book investigates how we should form ourselves in a world saturated with technologies that are profoundly intruding in the very fabric of our selfhood. How do we recognize that smart technological environments, imaging technologies and smart drugs increasingly shape who and what we are and influence who we ought to be? Tackling this issue requires going beyond the persistent and stubborn inside-outside dualism and recognizing that what we consider our "inside" self is to a great extent shaped by our "outside" world. Inspired by various philosophers - especially Nietzsche, Peirce and Lacan -this book demonstrates that the values, goals and ideals that humans encounter in their environments not only shape their identities but also enable them to critically relate to their present state. The author argues against understanding technological self-formation in terms of making ourselves better, stronger, and smarter. Rather, we should conceive it in terms of technological sublimation, which redefines the very notion of human enhancement. In this respect the author introduces an alternative, more suitable theory, namely Technological Sublimation Theory (TST). Extimate Technology will be of interest to scholars and advanced students working in philosophy of technology, philosophy of the self, phenomenology, pragmatism, and history of philosophy"--

Technology --- Experiential research. --- Self. --- Philosophy. --- Psychological aspects.