Contributions To Marketing and Management
Schmitt is widely known for his contributions to customer experience, brand management and innovative marketing. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands introduced the concept of customer experience to marketing and brand management. Customer Experience Management provides a step-by-step framework for managing experiences. Big Think Strategy has methods and tools for innovative marketing. Happy Customers Everywhere provides management methods to delight customers and make them happy.
He often uses psychological concepts in his writings and applies them to marketing and business. His books have many case studies and also examples from opera and the arts. Experiential Marketing and Customer Experience Management use theories from sensory, cognitive and social psychology. Happy Customers Everywhere is influenced by Positive Psychology.
Schmitt authored and co-authored more than 60 articles in academic marketing, management and psychology journals. He did research on consumer attitudes, innovation and language in cross-cultural contexts (comparing Asian and western languages). His books have been translated into more than 20 languages.
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