Brand Lands, Hot Spots and Cool Spaces

Welcome to the Third Place and the Total Marketing Experience

Christian Mikunda

222 pages, parution le 15/06/2004

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Résumé

To successfully establish an emotional bond with a customer, marketers have to access the mind and heart. Linking the desire for entertainment with emotion and putting the customer in the right mood is the key to attracting sales. In this riveting book we are shown how this is achieved in public spaces all over the world. Known as "Third Places" these are locations, apart from home and work, that we choose to visit.

A master of mood management, the author draws on his extensive experience of working with marketers, designers and architects to create pleasurable and memorable sensory experiences. We're given a unique and fascinating insight into how people's emotions are influenced through light, colour, smell, sound and other sensory triggers.

From the Peggy Guggenheim Museum in Venice to Caesar's Palace in Las Vegas, from Swarovski's Crystal Worlds in Austria to the Guinness Store House in Dublin, we're taken on an exhilarating voyage of today's spectacular "Third Places" - the new "experience worlds" - and how they are created.

This is where art meets science: where sophisticated design and cognitive psychology interweave to provide a massage of the soul for customers in stunning shopping malls, flagship stores, inspiring museums, hip hotels, trendy bars, themed restaurants, city centre events, wellness zones, virtual rooms, leisure parks, historical sites, nature trails - in fact, anywhere we choose to spend our free time.

Sommaire

Introduction : welcome to the third place
Visits to brands and factories
Going out and partying
Shopping places as high-quality entertainment
Convenience entertainment
Mood management

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Christian Mikunda
Parution	15/06/2004
Nb. de pages	222
Format	16 x 24
Couverture	Relié
Poids	605g
Intérieur	Noir et Blanc
EAN13	9780749442569