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 License.
Article ID
1077
Subject(s)
Marketing
Citation
Knowledge@SMU.
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