Books

BOOKS

Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind by Bernd Schmitt

Handbook on Brand and Experience Management Edited by Bernd Schmitt and David Rogers

Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers by Bernd Schmitt

Experiential Marketing: How to Get Companies to Sense, Feel, Think, Act, and Relate to Your Company and Brands by Bernd Schmitt

There’s No Business That's Not Show Business: Marketing in an Experience Culture by Bernd Schmitt, David L. Rogers, and Karen Vrotsos

Kundenerlebnis als Wettbewerbsvorteil (Customer Experience as Competitive Advantage) by Bernd Schmitt and Marc Mangold

Build Your Own Garage: Blueprints and Tools to Unleash Your Company’s Hidden Creativity by Bernd Schmitt and Laura Brown

Marketing Aesthetics: The Strategic Management of Brands, Identity and Image by Bernd Schmitt and Alex Simonson

Offensives Marketing ('Proactive Marketing') by Anton Meyer and J. Hugh Davidson

Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind
by Bernd Schmitt

Business leaders need bold strategies to compete. In Big Think Strategy, Center Faculty Director Bernd Schmitt shows you how to bring bold thinking into business by sourcing big ideas and executing them.

Drawing on years of advising corporate leaders on creativity and strategy development, Schmitt explains how to bring fresh thinking into the planning process. With the tools and frameworks in this book, any leader can overcome "small think" - the inertia, risk-aversion, and narrow-mindedness that halt true innovation.

Tested by executives in a diverse range of industries, the ideas and tools presented in this book will help you harness creativity in your strategic planning process and position your firm uniquely for success. Order at Amazon.com.

Handbook on Brand and Experience Management
Edited by Bernd Schmitt and David Rogers

This book explores emerging research and new directions in practice around the concepts of brand equity, brand associations, brand personality, brand extensions, brand valuation. The book includes: 1) an overview of basic frameworks and concepts; 2) new concepts such as brand attachment, brand permission, brand meaning, digital convergence, target group multiplicity, and the rise of experience economies; 3) empirical studies on consumer experiences, incidental brand exposure, and brand naming

Order at Amazon.com

Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers
by Bernd Schmitt

In Customer Experience Mangement, Schmitt demonstrates how to put CEM (customer experience management) to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. This revolutionary marketing guide introduces the five-step CEM process that you can use to connect with your customers at every touch-point.

• Gain original insight into the customer's world
• Develop an experiential strategy platform
• Create a unique and vivid brand experience
• Provide dynamic interactions at the customer interface
• Innovate continuously to improve customers' lives.

Customer Experience Management provides new insight into perennial marketing and management issues such as segmentation and targeting, positioning, branding, service, and innovation. It also offers a clear and convincing critique of other customer-based paradigms, including traditional marketing, customer satisfaction, and customer relationship management (CRM). Order at Amazon.com.

Experiential Marketing: How to Get Companies to Sense, Feel, Think, Act, and Relate to Your Company and Brands
by Bernd Schmitt

Experience guru Bernd Schmitt explores this revolution in marketing that focuses on the experiences of customers. Moving beyond the traditional “features-and-benefits” marketing that was developed by marketing scientists for the industrial age, Schmitt presents a revolutionary approach for the branding and information age. Schmitt shows how managers can create experiences for their customers through sensory, affective and creative associations as well as lifestyle and social identity campaigns.

In Experiential Marketing, Schmitt presents a battery of business cases to show how cutting-edge companies use “experience providers” such as visual identity, communications, product presence, web sites and service to create different types of customer experiences. Order at Amazon.com.

There’s No Business That's Not Show Business: Marketing in an Experience Culture
by Bernd Schmitt, David L. Rogers, and Karen Vrotsos

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.

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. 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. Most of all, it offers tools to link your “show business” to your brand, to core strategic goals, and to measurable results. Order at Amazon.com.

Kundenerlebnis als Wettbewerbsvorteil (Customer Experience as Competitive Advantage)
by Bernd Schmitt and Marc Mangold

Es macht wirklich keinen Spaß, ein Kunde in Deutschland zu sein. Kaufhäuser sind zu Warenhausdeponien verkommen. Produkte sind nicht innovativ. Den Service kann man meist vergessen. Damit muss jetzt Schluss sein – so die provokante Forderung der Autoren. Nehmen Sie Ihre Kunden endlich ernst!

„ Kundenerlebnis als Wettbewerbsvorteil“ präsentiert das von Bernd H. Schmitt an der Columbia University entwickelte und in der Praxis erfolgreiche Kundenerlebnis-Modell. Es zeigt, wie Kunden Ihr Unternehmen wahrnehmen und wie Sie

• innovative Angebot schaffen, die Kunden begeistern,
• Ihre Marke aus Kundensicht neu positionieren,
• alle Kontaktpunkte konsequent auf den Kunden ausrichten,
• mit dem Fünf-Stufen-Plan und ausgewählten Werkzeugen das Marken-Erlebnis nachhaltig verbessern.

Fallbeispiele von Apple, Mini, O 2, red Bull, Segafredo Zanetti, SevenOne Media und VW Golf GTI illustrieren, wie führende Unternehmen Kundenerlebnisse systematisch managen. Order this book at Amazon.de.

Build Your Own Garage: Blueprints and Tools to Unleash Your Company’s Hidden Creativity
by Bernd Schmitt and Laura Brown

Is your company all bizz — filled with professional managers, accountants, and financial planners who produce “smooth operations” but offer no customer savvy or soul? Or is it all buzz -- filled with talk, hype, and the brainstorming of half-cooked ideas that often lead nowhere?

To capture the best of these dichotomous worlds, creativity expert Bernd Schmitt and accomplished business writer Laura Brown introduce a groundbreaking model of a creative organization they call “The Garage.” This powerful new framework demonstrates how any executive can manage the creative tension between the analytic, rational side of business and its dynamic, innovative side. Order at Amazon.com.

Marketing Aesthetics: The Strategic Management of Brands, Identity and Image
by Bernd Schmitt and Alex Simonson

Marketing Aesthetics offers clear guidelines for harnessing a company’s total aesthetic output — its “look and feel” — to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell “the memorable experience.” The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of “marketing aesthetics.” Order this book at Amazon.com.

Offensives Marketing ("Proactive Marketing")
by Anton Meyer and J. Hugh Davidson

In this book, Meyer and co-author J. Hugh Davidson, joint founder of Oxford Corporate Consultants, explore new marketing approaches for global businesses and show managers how to put an organization's full marketing potential to use. The book contains over 200 checklists, examples, and case studies of businesses worldwide dealing with marketing solutions for both traditional and technology industries. Click here to read a summary of the book in German. This book is available at Amazon.de.

Selected Publications: Branding
A Summary, in either German or English, of several books and dissertations on marketing and branding by members of the Munich Center and their colleagues. Please click the appropriate link for German or English. (pdf format)