In 1999, Joseph Pine and James Gilmore offered this idea to readers as a new way to think about connecting with customers and securing their loyalty. As a result, their book The Experience Economy is now a classic, embraced by readers and companies worldwide and read in more than a dozen languages. And though the world has changed in many ways since then, the way to a customer's heart has not. In fact, the idea of staging experiences to leave a memorable—and lucrative—impression is now more relevant than ever. With an ongoing torrent of brands attacking consumers from all sides, how do you make yours stand out? Welcome to the new Experience Economy. With this fully updated edition of the book, Pine and Gilmore make an even stronger case that experience is the missing link between a company and its potential audience. It offers new rich examples—including the U.S. Army, Heineken Experience, Autostadt, Vinopolis, American Girl Place, and others—to show fresh approaches to scripting and staging compelling experiences, while staying true to the very real economic conditions of the day.

More than ten years ago, the seminal book on experience innovation by Joe Pine and Jim Gilmore explored how savvy companies excel by offering compelling experiences for customers - resulting not only on consumer allegiance, but also a more profitable bottom line. And though the world has changed in many ways since then, the way to a customer's heart has not. In fact, the idea of staging experiences to leave a memorable--and lucrative--impression is now more relevant than ever. With an ongoing torrent of brands attacking consumers from all sides, how do you make yours stand out? Welcome to the new Experience Economy. With this fully updated edition of the book, Pine and Gilmore make an even stronger case that experience is the missing link between a company and its potential audience. It offers new rich examples--including the U.S. Army, Heineken Experience, Autostadt, Vinopolis, American Girl Place, and others-to show fresh approaches to scripting and staging compelling experiences, while staying true to the very real economic conditions of the day.

Completely updated first paperback edition of a landmark title by the foremost expert on "co-creation."

"Most of the authors of this book have been involved in marketing either as teachers, researchers or practitioners for some time. This book came about in recognition of the tension that existed between what we taught and what we knew and practiced. Our main concern was the increasing difficulty in defending the 4 Ps framework of marketing. This approach while ground breaking in its time, and useful as an organising tool, has become so ubiquitous in marketing education that it has almost reached mythic status. No one questioned it, no one seemd to even think about it, it was just taught. In an even more worrying development, it was becoming used as a planning and implementation tool, and an operational decision template. Yet when we looked at our graduates and postgraduates, many of whom were already senior marketers, we could see little evidence that the 4 Ps actually represented what they practiced in the business world. It certainly categorised some areas of marketing activity, but helped little in day-to-day marketing management. In 2000 a team was put together to work on the project of developing a completely new introductory marketing textbook. We each brought to the table something different - experienced researchers, teachers, educationalists, writers and business consultants - to piece together what you see as the final book. The Value Model which is the underlying framework is an original and intuitive peice of work. The value planning model is an amalgam of ideas which had been circulating in various forms around the world which we have developed and adapted for our use. This provides a simple schematic that provides an organising framework for the book, and which we hope will become as well known as the 4 Ps. As part of the project we also wanted to explicitly recognise the importance of technology, the ubiquity of services, the impact of globalisation, the continuing concern of ethics and the ongoing importance of relationships and people." -- preface, page xi.