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    There's No Business That's Not Show Business: Marketing in an Experience Culture

     
    Lights, camera, purchase!
    9/15/2003
    Today's customers, skeptical of prime-time TV ads, are turning more to face-to-face and interactive experiences in order to judge products, brands, and entire organizations. Show business delivers such experiences. Smart companies are therefore challenged to market products to an "experience culture." How can a business use showbiz techniques to reach consumers? What is the right type of show for your brand, how do you stage and manage a show, and how do you instill show business into the organization as a whole? With dozens of cases and examples of successful industry practices, the book offers answers to these questions and provides updated business tools for consumer products as well as B2B companies. The book goes beyond a mere practical guidebook and makes a significant contribution to our deeper understanding of the complex experiences surrounding the act of consumption itself.
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