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Innovation and Best Practice
for Business Success

Established 1967

Brand Lands, Hot Spots and Cool Spaces

Brand Lands, Hot Spots and Cool Spaces

Welcome to the Third Place and the Total Marketing Experience

Christian Mikunda


Mikunda shows marketers how to successfully establish an emotional bond with customers by linking the desire for entertainment with emotion - it is necessary to put customers in the right mood to make money.

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About the book

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 him feel good and he's likely to spend money.

In this riveting book, Mikunda analyses 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, we're taken on an exhilarating voyage of today's spectacular 'third places' - the new 'experience worlds' - and how they are created. The crucial point of Mikunda's observations is how a visitor's emotions are influenced through light, colour, shows, core attractions and sensory experiences. We learn 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

Book Details

  • EAN: 9780749445737
  • Edition: 1
  • Published: 3rd March 2006
  • Paperback
  • Dimensions: 234x156
  • 240 pages

About the Author

Dr Christian Mikunda, internationally acclaimed dramatist, guru, psychologist and trend scout, specialises in advising companies worldwide on mood management in public spaces. Today he works with teams involving some of the world's most influential architects. 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.

Christian Mikunda