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