From traditional features-and-benefits marketing to experiential marketing
Abstract
Citation
Schmitt, Bernd. "From traditional features-and-benefits marketing to experiential marketing." In Handbook of research in international marketing. Ed. S. Jain. London: Edward Elgar, 2003.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.