Ian Stokes
Gower
Looseleaf
338
The requirements of today's marketing is not just to bring a product to the market to craft a superior design to create a strong brand or to deliver a good customer service. What companies need to consider holistically is all of these requirements (i.e. product design brand and service). In short they must deliver 'memorable customer experiences' as advocated by such renowned business authors as Pine & Gilmore (1999) Schmitt (2003) Shaw and Ivens (2005) and Smith & Wheeler (2002). Also in the consumer behaviour literature the importance of customer experiences has been the topic of much discussion. For example authors including Arnould & Price (1993) Csikszentmihalyi (1990) and Holbrook & Hirschman (1982) have examined experiences from the customer's point of view.
Gower
Looseleaf
338
The requirements of today's marketing is not just to bring a product to the market to craft a superior design to create a strong brand or to deliver a good customer service. What companies need to consider holistically is all of these requirements (i.e. product design brand and service). In short they must deliver 'memorable customer experiences' as advocated by such renowned business authors as Pine & Gilmore (1999) Schmitt (2003) Shaw and Ivens (2005) and Smith & Wheeler (2002). Also in the consumer behaviour literature the importance of customer experiences has been the topic of much discussion. For example authors including Arnould & Price (1993) Csikszentmihalyi (1990) and Holbrook & Hirschman (1982) have examined experiences from the customer's point of view.