The Experience Economy: Work is Theater & Every Business a Stage [Gekürzte Ausgabe, Audiobook] [Englisch] [Hörkassette]

Sometime during the last 30 years, the service economy emerged as the dominant engine of economic activity. At first, critics who were uncomfortable with the intangible nature of services bemoaned the decline of the goods-based economy, which, thanks to many factors, had increasingly become commodity-ised. Successful companies, such as Nordstrom, Starbucks, Saturn and IBM discovered that the best way to differentiate one product from another--clothes, food, cars, computers--was to add service.

But, according to Joseph Pine and James Gilmore, the bar of economic offerings is being raised again. In The Experience Economy, the authors argue that the service economy is about to be superseded with something that critics will find even more ephemeral (and controversial) than services ever were: experiences. In part because of technology and the increasing expectations of consumers, services today are starting to look like commodities. The authors write that "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience."

Many will find the idea of staging experiences as a requirement for business survival far-fetched. However, the authors make a compelling case, and consider successful companies that are already packaging their offerings as experiences, from Disney to AOL. Far-reaching and thought- provoking, The Experience Economy is for marketing professionals and anyone looking to gain a fresh perspective on what business landscape might look like in the years to come. Recommended. --Harry C. Edwards, Amazon.com -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .

Sometime during the last 30 years, the service economy emerged as the dominant engine of economic activity. At first, critics who were uncomfortable with the intangible nature of services bemoaned the decline of the goods-based economy, which, thanks to many factors, had increasingly become commoditized. Successful companies, such as Nordstrom, Starbucks, Saturn, and IBM, discovered that the best way to differentiate one product from another--clothes, food, cars, computers--was to add service.

But, according to Joseph Pine and James Gilmore, the bar of economic offerings is being raised again. In The Experience Economy, the authors argue that the service economy is about to be superseded with something that critics will find even more ephemeral (and controversial) than services ever were: experiences. In part because of technology and the increasing expectations of consumers, services today are starting to look like commodities. The authors write that "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience."

Many will find the idea of staging experiences as a requirement for business survival far-fetched. However, the authors make a compelling case, and consider successful companies that are already packaging their offerings as experiences, from Disney to AOL. Far-reaching and thought-provoking, The Experience Economy is for marketing professionals and anyone looking to gain a fresh perspective on what business landscape might look like in the years to come. Recommended. --Harry C. Edwards -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .

Dieses faszinierende und bahnbrechende Buch beschreibt die Grundregeln des Konsums von morgen. Nur durchdacht inszenierte Erlebniswelten, die alle fünf Sinne ansprechen, werden den Kunden zum Kauf animieren. Im Endeffekt wird er sogar für das Erlebnis selbst zahlen. "Der Kunde von heute will nicht mehr wählen müssen - sondern das vorfinden, was er haben möchte." Pine und Gilmore entwerfen eine klare Strategie für den Erfolg in der "Erlebniswirtschaft" des 21. Jahrhunderts. -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .