Bernd H. Schmitt
ISBN: 0-471-23774-4
Cloth
256 pages
February 2003

Renowned marketer Bernd Schmitt proposes the implementation of a new marketing paradigm, CEM (customer experience management) in this follow-up to his groundbreaking Experiential Marketing. He offers strategies for putting his theories into practice, demonstrating how CEM will improve upon current marketing schemes such as CRM (customer relations management) by reworking both the static company image and the way the consumer interacts with the company. Schmitt contends that companies can better use their technological resources to maximize the sensory and emotional aspects of the customer's experience, especially since so much commerce now takes place from remote locations like ATMs or online catalogues. CEM offers more control over customers at every touch point that they become involved with a company or a product. The creation of the five-step CEM process is a result of demand on Schmitt from his clients, who are hungry for tips on how to best practice Experiential Marketing.