Customer Experience Management: A Revolutionary Approach To Connecting With Your Customers9780471237747 115盘 下载 pdf txt 电子版 mobi snb docx

　　In this follow-up to his bestselling book Experiential

Marketing, Bernd Schmitt introduces the five-step CEM process, a

comprehensive tool for connecting with customers at every

touch-point. A must-read for senior executives, marketing managers,

and anyone charged to drive growth and spur change.

PRAISE FOR Customer Experience Management

"In all his work Bernd Schmitt sets about scraping away the

conventional marketing wisdom. Schmitt’s pre*ion 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."

Chapter 1. Taking the Customer Seriously—Finally.

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.

Notes.

Index.

　　BERND H. SCHMITT is Professor of Marketing at Columbia

Business School and the Executive Director of the Center on Global

Brand Leadership. As a consultant and CEO of the EX Group, he has

worked with companies worldwide, including Sony, Ford, Procter

& Gamble, Este?e Lauder, DuPont, and IBM. He is also author of

the bestselling Experiential Marketing: How to Get Customers to

Sense, Feel, Think, Act, and Relate to Your Company and Brands.

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媒体评论

　　"...demonstrates the power of collecting truly relevant

customer information..." --

Managing Information,

January/February 2004