The Experience EconomyHarvard Business Press, 2011 - 359 páginas In 1999, Joseph Pine and James Gilmore offered this idea to readers as a new way to think about connecting with customers and securing their loyalty. As a result, their book The Experience Economy is now a classic, embraced by readers and companies worldwide and read in more than a dozen languages. And though the world has changed in many ways since then, the way to a customer's heart has not. In fact, the idea of staging experiences to leave a memorable--and lucrative--impression is now more relevant than ever. With an ongoing torrent of brands attacking consumers from all sides, how do you make yours stand out? Welcome to the new Experience Economy. With this fully updated edition of the book, Pine and Gilmore make an even stronger case that experience is the missing link between a company and its potential audience. It offers new rich examples--including the U.S. Army, Heineken Experience, Autostadt, Vinopolis, American Girl Place, and others--to show fresh approaches to scripting and staging compelling experiences, while staying true to the very real economic conditions of the day. |
Índice
Intermission A Refreshing Experience | 145 |
Encore Exit Stage Right | 297 |
Notes | 301 |
| 325 | |
Credits | 353 |
About the Authors | 361 |
Otras ediciones - Ver todo
The Experience Economy, Updated Edition B. Joseph Pine II,James H. Gilmore Vista previa restringida - 2011 |
Términos y frases comunes
activities actors airline aspirations audience B.Joseph Pine British Airways Build-A-Bear Workshop Business School buyer C.K. Prahalad Cafe charge admission clients commedia dell’arte commodities commoditization company’s Consider consumers costuming create cues customer sacrifice deliver director Disney drama dramaturg economic offering educational employees ence entertainment escapist esthetic example Experience Economy experience stagers experiential figure Geek Squad guests Harvard Business Harvard Business School Ian Schrager improv individual industry interaction Jacobs Field Linda manufacturers marketing Mass Customization mass produced matching theatre means memorable ment Netflix NewYork ofthe one’s onstage park platform theatre play programs props Rainforest Cafe restaurants retail Richard Schechner rience role script selling Service Economy shift stage experiences strategy street performers street theatre theme tion tomers truly workers