伯德·施密特

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伯德·施密特(Bernd H.Schmitt)

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伯德·施密特简介

  伯德·施密特(Bernd H. Schmitt)美国康奈尔(Cornell)大学博士,哥伦比亚商学院国际品牌管理中心创立者兼主任,哥伦比亚市场营销管理高级管理培训项目副主任,上海中欧商学院CEIBS市场营销学系主任。致力于企业和品牌标识国际营销战略营销产品定位和宣传方面的研究,经常在营销和管理研讨大会上发表重要演讲。

  哥伦比亚商学院教授伯德·施密特(Bernd H. Schmitt)是国际知名的客户体验管理专家,他的著作《体验营销》、《客户体验管理》都是该领域非常有影响力的作品。《体验营销》把客户体验这个概念引进营销和品牌管理领域,《客户体验管理》则根据他在企业的实践总结出一个客户体验管理框架。20世纪90年代,他开始研究亚洲市场和消费者,给包括三星、索尼、塔塔汽车在内的很多亚洲公司做过客户体验管理的咨询和培训。2013年12月,施密特教授接受了《哈佛商业评论》中文版的专访,他和我们分享了客户体验管理的兴起和发展以及客户体验管理框架的操作实践。

Bernd Schmitt, Ph.D., is Robert D.Calkins Professor of International Business at Columbia Business School in New York, where he also directs the Center on Global Brand Leadership. He is CEO of The EX Group, a consulting firm focusing on innovation and customer experience.

Schmitt has authored or co-authored seven books which have been translated into 20 languages, including Experiential Marketing (1999), Customer Experience Management (2003), and Big Think Strategy (2007).

Schmitt is a frequent keynote speaker at conferences worldwide. His clients include leading companies in the consumer package goods, automobile, electronics, software, financial services, pharmaceuticals, beauty and cosmetics, hospitality, and media industries.

Schmitt has been profiled on CNNfn's "Business Unusual" and has appeared on BBC, CNBC, CNBC-Asia, CNN, NHK and on The Daily Show with Jon Stewart. He has contributed articles to The New York Times, the Asian Wall Street Journal, and the Financial Times.

Books

  •   Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind, (2007)
  •   Kundenerlebnis als Wettbewerbsvorteil, (2004), co-authored with Marc Mangold
  •   Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers, (2003)
  •   There's No Business That's Not Show Business: Marketing in an Experience Culture, (2003), co-authored with David L. Rogers and Karen Vrotsos
  •   Build Your Own Garage: Blueprints and Tools to Unleash Your Company's Hidden Creativity, (2001), co-authored with Laura Brown
  •   Experiential Marketing: How to Get Companies to Sense, Feel, Think, Act, and Relate to Your Company and Brands, (1999)
  •   Marketing Aesthetics: The Strategic Management of Brands, Identity and Image, (1997), co-authored with Alex Simonson
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