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."
John Quelch, Senior Associate Dean for International Development
Harvard Business School
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.
Managing Information, January/February 2004)