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Brand Lands, Hot Spots & Cool Spaces: Welcome to the Third Place and the Total Marketing Experience als Buch
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Brand Lands, Hot Spots & Cool Spaces: Welcome to the Third Place and the Total Marketing Experience

Sprache: Englisch.
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Mikunda shows marketers how to successfully establish an emotional bond with customers by linking the desire for entertainment with emotion - it is necessary to put customers in the right mood to make money.
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Brand Lands, Hot Spots & Cool Spaces: Welcome to the Third Place and the Total Marketing Experience als Buch

Produktdetails

Titel: Brand Lands, Hot Spots & Cool Spaces: Welcome to the Third Place and the Total Marketing Experience
Autor/en: Christian Mikunda

ISBN: 0749445734
EAN: 9780749445737
Sprache: Englisch.
Übersetzt von Andrea Blomen
KOGAN PAGE

April 2006 - kartoniert - 221 Seiten

Beschreibung

Mikunda shows marketers how to successfully establish an emotional bond with customers by linking the desire for entertainment with emotion - it is necessary to put customers in the right mood to make money.

Inhaltsverzeichnis

introduction: welcome to the third place!

part i visits to brands and factories

1 brand lands: charging brands through permanent exhibitions
the place of understanding
the place of adoration
the place of desire
summary

2. fairs and expos: curiosity and visitor frustration
the all-in long shot
massage of the soul
corporate icons
summary

part ii going out and partying

3 city events: partying in the community
played-on places
spectacles and extravaganzas
openings and ceremonies
summary

4 urban entertainment centres: the new city centres
resort-based entertainment centres
show-based entertainment centres
destination-based entertainment centres
summary

5 hip restaurants and bars: restaurants and bars as a sensation
restaurants and bars causing a surprise
the new themed restaurants
summary

part iii shopping places as high-quality entertainment

6 flagship stores: business cards for retailers
sacred stores
lifestyle stores
megastores
summary

7 concept stores: the shop as a lifestyle gadget
merchandise that is fun
stores that are fun
summary

8 design malls: shopping centres as architectural experiences
the sales promenade
the art of ‘little sensations’
summary

part iv convenience entertainment

9 optimized places: the experience when things run smoothly
running smoothly
ever ready
summary

10 bricks and clicks: merging real with virtual rooms
tele-presence
teleportation
summary

part v mood management

11 lobbies and lounges: in-between places become principal places
relaxation
excitement
summary

12 the new hiking – experience attractions: exciting experiences with nature and history

Pressestimmen

“a good introduction to the enhancement of the brand experience through the use of permanent exhibitions, fairs and expos, city ‘events’, urban entertainment centres, flagship stores, design malls and many more places where ‘mood management’ can be enlisted to create visibility and excitement.” marketing: ireland’s marketing and media monthly "dr christian mikunda's ideas go to the heart of experiential marketing...his book encompasses psychology and physiology through to marketing, design and sociology." incentive today "an insight into how brands establish an emotional bond with customers." in-store
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