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| READING LIST |
BUILDING STRONG BRANDS by David Aaker
"Already the classic on applied brand management."
INSIDE THE TORNADO by Geoffrey A. Moore
"A new look at the product life cycle from a high-tech perspective."
THE EXPERIENCE ECONOMY by B. Joseph Pine and James H. Gilmore
"A persuasive argument for the increasing importance of staging experiences
for products and services." (more)
THE INNOVATOR'S DILEMMA by Clayton Christensen
"A lucid account of why new technologies often fail." (more)
THE NEW NEW THING by Michael Lewis
"Highly recommended to get a sense for how the information society changes
business, investing and society."
(more)
BEING DIGITAL by Nicholas Negroponte
"A brilliant and rigorous analysis by a technology guru about a marketing topic!"
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| BIOGRAPHICAL INFO |
BERND SCHMITT
Professor, Columbia Business School; author, "Experiential Marketing"
Schmitt — the Author
Schmitt's new book, "Experiential Marketing," has received enthusiastic reviews from the press and business leaders. Tom Peters called it "Brilliantly researched...Timely as Hell!".
"Marketing Aesthetics," the best-selling trade book, co-authored by Schmitt, has been
translated into more than 10 languages. In addition, Schmitt has contributed over 40
articles to leading research and business journals.
Schmitt — the Globalist
Schmitt is a professor at Columbia Business School in New York, and the founder and
executive director of the Center on Global Brand Leadership. At CEIBS, China's leading
business school, Schmitt heads the marketing department and holds the first endowed chair
of its kind of China. Schmitt has lectured and consulted in more than 20 countries; he has
conducted educational programs over satellite television and is a frequent chat host
on marketing topics on the Internet.
Schmitt — the Researcher
Schmitt conducts research on marketing strategy, brand management, consumer behavior and
experiential marketing. He has authored or co-authored numerous articles published in the
Journal of Marketing Research, Journal of Consumer Research, Journal of Brand Management,
Design Management Journal, Journal of Personality and Social Psychology, California
Management Review, Asian Journal of Marketing, and European
Management Journal (among others).
Schmitt — on the web
http://www.meetschmitt.com
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