Rezension
"There is a much-needed introduction and review of ways in which the consumption experience carries profound implications for marketing practice. I especially appreciate the book's development of the experiential marketing mix and its scholarly grounding in an insightfully elaborated formulation of the essential experiential concepts via case examples and reviews of the relevant literature (including a timely awareness of the emerging physical-&-digital or 'phygital' consumption context)." -- Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business Columbia University "It's very clear that in today's Experience Economy marketing must change. The old ways of thinking, while good for its time, no longer cut it. It is therefore great to see Wided Batat's new book take on the 7Ps of the old marketing mix and replace them with the 7Es, each one focused on thinking experientially. All marketers should read this book and then change their approach to generating demand that fits in with a time when experiences have become the predominant economic offering." -- B. Joseph Pine II, co-author, The Experience Economy "Definitely one of the most powerful treatments of the subject to date. A book full of wisdom. Anyone who is serious about customer experience will find it indispensable. Wided Batat's book is an incredibly valuable resource for anyone seeking to navigate the complexities of the customer experience." -- Markus Giesler, Director, Big Design Lab, York University "As both a journalist and a consumer, I find it difficult to keep up with the many changes taking place in the business world and specifically in marketing. I appreciate that Wided Batat has decided to explore those changes head on in her new book Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es. So much of what we hear about these days is 'experience over product,' so the timing couldn't be better for a book on this topic. I look forward to adding it to my reference collection for future stories." -- Elizabeth Garone, Journalist, The Wall Street Journal and BBC Capital "Nice structure. The content is certainly relevant for the digital age. The overall concepts seem right and seem to be useful for managers." -- Bernd Schmitt, Author, Customer Experience Management
