The 'Big Think Strategy' for Creativity and Innovation: Bernd Schmitt's New Book

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

7-2007

Abstract

Bernd Schmitt, professor of international business at Columbia Business School in New York, is a driving force behind the concept of customer experiential marketing. Schmitt, who also directs Columbia’s Center on Global Brand Leadership, has published six books on the subject, three of them co-authored, with translations in 16 languages. While on a visit to Singapore in June, Schmitt provided Knowledge@SMU with a sneak preview of his new book, Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind, to be published in December.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Licece/Creative Commons Licence

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Article ID

1077

Subject(s)

Marketing

Citation

Knowledge@SMU. The 'Big Think Strategy' for Creativity and Innovation: Bernd Schmitt's New Book. (2007).
Available at: https://ink.library.smu.edu.sg/ksmu/321