How do you market in today's "experience culture"—as conventional advertising grows increasingly ineffective, and customers grow increasingly independent? 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. These techniques can be adapted for any product, service, or market—consumer or B2B. 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.
Schmitt, Bernd, David Rogers, and Karen Vrotsos. There's No Business That's Not Show Business: Marketing in an Experience Culture. Upper Saddle River, NJ: FT Press, 2003.
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