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Future economic growth lies in the value of experiences and transformations--good and services are no longer enough. We are on the threshold, say authors Pine and Gilmore, of the Experience Economy, a new economic era in which all businesses must orchestrate memorable events for their customers. The Experience Economy offers a creative, highly original, and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. From America Online to Walt Disney, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses. The authors urge managers to look beyond traditional pricing factors like time and cost, and consider charging for the value of the transformation that an experience offers. Goods and services, say Pine and Gilmore, are no longer enough. Experiences and transformations are the basis for future economic growth, and The Experience Economy is the script from which managers can begin to direct their own transformations.

Tabla de contenidos provista por Syndetics

• Preview Step Right Up(p. ix)
• 1 Welcome to the Experience Economy(p. 1)
• 2 Setting the Stage(p. 27)
• 3 The Show Must Go On(p. 45)
• 4 Get Your Act Together(p. 69)
• 5 Experiencing Less Sacrifice(p. 81)
• Intermission A Refreshing Experience(p. 95)
• 6 Work Is Theatre(p. 101)
• 7 Performing to Form(p. 119)
• 8 Now Act Your Part(p. 139)
• 9 The Customer Is the Product(p. 163)
• 10 Finding Your Role in the World(p. 185)
• Encore Exit, Stage Right(p. 205)
• Notes(p. 207)
• Index(p. 231)
• Credits(p. 249)
• About the Authors(p. 253)

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CHOICE Review

Offering a novel strategy for business success, this clearly written book compares the buying of goods and services to the personal experience of attending the theater. The authors, management consultants, emphasize the importance for organizations in every industry to stage interesting experiences for their customers, for which customers will pay high prices, rather than selling standard, commoditized products and services at low prices. Although the ideas presented are well known to marketing scholars and experienced marketing managers, this work will be helpful to practitioners who want ideas on how to differentiate their products and services more successfully. The authors give many excellent examples of companies that are already staging these experiences for their customers. They strongly advise businesses to interact frequently with their customers to learn their particular wants, needs, and differences. This customer interaction will give companies the information they need to provide individualized service to each customer, thus reducing "consumer sacrifice," which results with mass commoditization. Chapter-end bibliographies include articles mainly from the practical business press. Particularly useful to marketing managers, this book is recommended for undergraduate and practitioner collections. D. W. Huffmire; University of Connecticut

Notas de autor provistas por Syndetics

B. Joseph Pine II and James H. Gilmore formed Strategic Horizons LLP to explore the frontiers of business and help executives see the world differently.