thought leadership

There's No Business That's Not Show Business
Marketing in an Experience Culture
by Bernd H. Schmitt, CEO, David L. Rogers, and Karen Vrotsos


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"This immensely practical book shows marketing directors how to differentiate their brand, attract and retain loyal customers, and make a real impact on their bottom line."
-Martin Homlish, Global Chief Marketing Officer, SAP

In their new book, Schmitt, Rogers, and Vrotsos lift the curtain on how successful brands like BMW, Intel, Victoria's Secret, Toys R Us, and Altoids are winning over customers in today's experience-driven culture. There's No Business That's Not Show Business shows managers how an experiential marketing strategy can be taken to implementation in a range of new media.

In today's "show business," experiential marketing has moved beyond the world of TV commercials to include staged events, experiential retail space, street theater, and squads of customer evangelists. Experiential marketers use "show business" to generate buzz, launch products, grow brands, and build great customer relationships.

This provocative book shows how with:

  • Dozens of case studies and best practices from every industry (automotive, fashion, technology, packaged goods, and more)
  • The 8 Steps To Keeping Your Show On Brand - so the experience builds your brand, and doesn't distract from it
  • Breakthrough techniques for consumer, B2B, even internal marketing initiatives
  • Tools for budgeting and measuring the bottom-line impact of your show

Forget business as usual—to reach customers today, your business needs show business!

"'There's No Business That's Not Show Business' candidly looks at the realities of business. It offers great business tools not just for trendy consumer products, but for B2B companies as well. This immensely practical book shows marketing directors how to differentiate their brand, attract and retain loyal customers, and make a real impact on their bottom line."
-Martin Homlish, Executive Vice President and Global Chief Marketing Officer, SAP

"Marketing creativity has finally migrated from the limited world of TV commercials to the experiential world of retail stores, trade shows, customer shows, play spaces, websites, films, annual reports, museums, and performance venues. There is no better vivid documentation of this trend than Schmitt, Rogers, and Vrotsos's There No Business That's Not Show Business.'"
-Philip Kotler, Northwestern Kellogg School of Business, and author of Marketing Management, 11th edition

"The authors practice what they preach by presenting a book that is both entertaining and thought provoking. This book is an important contribution to our deeper understanding of the complex experiences surrounding the consumption of goods and services."
-Gerald Zaltman, Professor, Harvard Business School and author of How Customers Think

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