Successfully establish an emotional bond with customers by linking the desire for entertainment with emotion and explore how this is achieved through the most spectacular 'experience worlds' across the globe.
To successfully establish an emotional bond with the customer, marketers have to access the mind and heart; put the customer in the right mood, make them feel good, and they are more likely to spend money.
In this riveting book, Dr Christian Mikunda analyzes how this is achieved. From the Peggy Guggenheim Museum in Venice to Caesar's Palace in Las Vegas, from Swarovski's Crystal Worlds in Austria to the Guinness Store House in Dublin, Brand Lands, Hot Spots and Cool Places, takes you on on an exhilarating voyage of today's spectacular 'third places' - the new 'experience worlds' - and how they are created.
This book observes how a visitor's emotions are influenced through light, colour, shows, core attractions and sensory experiences. It will teach any marketing or business professional how themed, or rather staged, marketing has become de-rigueur in today's leisure-entertainment business.
The best marketing book of the past 20 years.
Dr H Maise, Director, Vienna International Airport
The core concepts of Mikunda's work are the most highly debated topics in environmental design today... an incisive and useful roadmap for understanding this new landscape.
Gregory Beck, Director, The Experience Architecture Forum at Harvard University
Those wanting to learn more about marketing psychology will enjoy the entire journey.
Hailed as the best marketing book of the past 20 years.
Dr Christian Mikunda, internationally acclaimed dramatist, guru, psychologist and trend scout, specializes in advising companies worldwide on mood management in public spaces. Through his consultancy, CommEnt, he advises TV stations, shopping malls, hotel chains, museums, branded product manufacturers and city centres. He lectures at the University of Vienna.