Marketing feel

BOOK TIP In the book "Marketing spüren", author Christian Mikunda explains what a third place is, what varieties of this concept exist and how they can be used in marketing.In the 1980s, marketing discovered experience-oriented staging. The paradigm shift based on this emphasized the experience, the emotion. The actual product took a back seat in the customer's perception. This principle now also characterizes public spaces. So-called third places have emerged where people feel comfortable and consume with pleasure. Third places offer emotional added value and pursue an economic interest.Christian Mikunda is one of the pioneers in this field. In his book, he develops the theory of the third place in a clear and comprehensible way and takes the reader on a journey around the world. Mikunda compiles snapshots of particularly original third places scattered around the world. The reader thus realizes how strongly marketing stagings dominate today's pop culture, attitude to life, but also the design of public space. The zeitgeist is at home in the Third Place.getAbstract recommends this book to all marketing people - but also to urban planners, architects, tourism and event managers as well as hoteliers and restaurateurs.getAbstract rating: 7Feasibility: 5Degree of innovation: 7Style: 9

Publisher: RedlineYear of publication: 2015Pages: 256ISBN: 9783868816013