To run a successful business, goods alone are no longer enough, as the authors of this book claim. Consumers, tired of standardized products, strive to get a product created specifically for them, and even corresponding to their inner world. Therefore, according to the authors, a new economy is currently emerging - the economy of impressions, focused on consumer sensations. In the context of this economy, the authors propose to abandon the traditional relationship between the company and customers; instead, the company should become the “experience director” and customers the “viewers” or “guests.” The book examines the principles of successful experience staging, as well as theatrical techniques that a company can use. Much attention is paid to an extremely effective tool for increasing consumer value - mass personalization, as well as forms of consumer concession.

The book is intended for marketers, advertisers, as well as all business owners and managers who are creative in their business and are looking for new ways to interact with clients. Learn advanced marketing techniques!