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This book is a must-read for anyone involved in marketing who wants to keep up with the latest trends. It presents a new marketing framework that is in line with current trends and the post-pandemic era. The book has been recommended by AIBXD's Must-Read Books Series, as it provides valuable insights for businesses of all sizes and industries to avoid wasting money and resources on outdated marketing strategies and tools that are no longer effective.
Author: Dr. Wided Batat
Title: Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es
Book versions: hardcover, paperback, and e-book
Where to get it: Amazon, Google Play, Apple Books, Barnes & Nobles
Why should you consider reading this book?
Well, the truth is, regardless of your professional background, this book is a must-read if you want to stay ahead of the game in marketing. It's designed to help you shift from the old marketing knowledge to the NEXT BIG THING IN MARKETING, aligning with new trends and the post-pandemic era where consumers are highly emotional and irrational in a third hybrid setting mixing both physical and digital channels.
The book serves as a comprehensive guide that introduces you to the new strategic marketing framework and its experiential marketing mix (7Es) implementation tool. This is something that businesses of all sizes, and across various industries, should acquire knowledge about, train their marketers, and start applying to avoid wasting money and resources on old marketing strategies and tools that science has proven are no longer relevant in the experiential and phygital era.
Moreover, the book is written by the founder of the concept, so you learn from the source and the creator of the concepts that are developed in the book. As part of AIBXD's Must-Read Books Series, we highly recommend this book because, for us, Your Grey Matter Matters™. We only recommend the best of the best to help you achieve your maximum potential in the field.
About the author
Dr. Wided Batat is an acclaimed business ethnographer, academic, and bestselling author, who has made significant contributions to the marketing field. She is the founder of the Modern Experiential Marketing, which features the 7Es experiential marketing mix tool.
Dr. Batat's expertise in human-centric experience design, phygital, experiential marketing, customer experience, employee experience, and well-being has made her one of the most sought-after marketing experts in the world. She bridges the gap between industry and academia, enabling access to cutting-edge scientific knowledge for multiple industries. Her works have been featured in American and international media outlets.
Dr. Batat's contributions to the marketing field have been invaluable, and her 7E mix tool has helped countless businesses design profitable and compelling experiences. She is an international author, outstanding bilingual keynote speaker, entrepreneur, researcher, and top-rated Executive Education professor at leading French, EU, and American universities and top-tier business schools. Dr. Batat regularly gives keynote talks in English and French and consulting gigs to global audiences, including Google, MasterCard, Microsoft, Accenture, World Economic Forum, and UNESCO, among others.
About the book
What is the book about? In this book, Dr. Batat explains why Kotler's traditional marketing mix is no longer effective and introduces a new marketing area called experiential marketing mix. She presents the 7E tool, a strategic framework for human-centered business experience designs and strategies in the phygital age.
What does the book answer? The book answers important questions such as: What makes some brands more appealing and engaging than others? What factors influence our buying decisions, brand loyalty, and future experiences? Dr. Batat discusses the underlying framework of how past and lived shopping experiences can affect our future experiences.
What is the next big thing in marketing? Dr. Batat's book introduces the new customer experience framework and the "Experiential Marketing Mix era." She presents the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process), which focuses on the consumer as the starting point in marketing strategies. By using these, companies can design suitable, emotional, and profitable customer experiences in a phygital context (physical place and digital space), including both offline and online digital experiences. Dr. Batat argues that a traditional product-centric approach should be replaced by a more consumer/experience-centric logic.
Who is it suitable for? "Experiential Marketing" is a comprehensive guide to building unforgettable experiences for consumers. It's ideal for CEOs, brand managers, marketing and communication professionals, students, and anyone looking to learn how to design the ultimate customer experience in the new phygital age. Dr. Batat combines theory and practice to give readers an overview of the origins and rise of the customer experience logic, the 7Es of the new experiential marketing mix, and the challenges for the future.
What's new about it? "Experiential Marketing" offers a life-changing tool for implementing successful experience marketing strategies from A-Z. It encourages companies to stop selling products and start selling engaging and highly emotional experiences. The book provides a guide for creating relationships with the right customers and designing the ultimate customer experience.
The book has received endorsements from:
What is the opinion of experts and business media regarding the book?
"Experiential Marketing" by Dr. Wided Batat has received high praise from renowned scholars and industry experts. Morris B. Holbrook, the W. T. Dillard Professor Emeritus of Marketing at Columbia University, commends the book for its insightful elaboration of essential experiential concepts and its development of the experiential marketing mix.
“In Experiential Marketing, Wided Batat offers a much-needed introduction and review of ways in which the consumption experience carries profound implications for marketing practice. I especially appreciate the book’s development of the experiential marketing mix and its scholarly grounding in an insightfully elaborated formulation of the essential experiential concepts via case examples and reviews of the relevant literature (including a timely awareness of the emerging physical-&-digital or ‘phygital’ consumption context).” - Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business Columbia University
Others highlight the importance of thinking experientially in today's experience economy and recommend all marketers to read this book. The book is full of wisdom and is indispensable for anyone serious about customer experience. It is also relevant for the digital age and a valuable resource for future stories. Most testimonials praise the book's nice structure and overall usefulness for managers.
“Definitely one of the most powerful treatments of the subject to date. A book full of wisdom. Anyone who is serious about customer experience will find it indispensable. Wided Batat’s book is an incredibly valuable resource for anyone seeking to navigate the complexities of the customer experience.” - Markus Giesler, Director, Big Design Lab, York University
“It’s very clear that in today’s experience economy marketing must change. The old ways of thinking, while good for their time, no longer cut it. It is, therefore, great to see Wided Batat’s new book take on the 7Ps of the old marketing mix and replace them with the 7Es, each one focused on thinking experientially. All marketers should read this book and then change their approach to generating demand that fits in with a time when experiences have become the predominant economic offering.” - B. Joseph Pine II, co-author of The Experience Economy
“As both a journalist and a consumer, I find it difficult to keep up with the many changes taking place in the business world and specifically in marketing. I appreciate that Wided Batat has decided to explore those changes head on in her new book Experiential Marketing. So much of what we hear about these days is ‘experience over product,’ so the timing couldn’t be better for a book on this topic. I look forward to adding it to my reference collection for future stories.” - Elizabeth Garone, journalist, The Wall Street Journal and BBC Capital
““Nice structure. The content is certainly relevant for the digital age. The overall concepts seem right and seem to be useful for managers.” - Bernd Schmitt, Professor of Marketing Columbia University
The testimonials from leading experts in marketing and business make it clear that Dr. Batat's book, Experiential Marketing, is an important resource for today's marketers and businesses of all sizes. The book's development of the experiential marketing mix, its focus on the 7Es instead of the outdated 7Ps, and its exploration of the emerging physical and digital consumption context make it a valuable guide for anyone seeking to navigate the complexities of the customer experience.
As the business world continues to change and experiences become the predominant economic offering, it is imperative for businesses and marketers to shift to modern experiential marketing strategies. To keep up with the changing trends, it is necessary to get adequate training and professional development through experiential marketing entrepreneurship and executive programs. This book is essential reading for those who want to adapt and succeed in the experience economy, and it is also a great starting point for those who want to explore the world of experiential marketing.
How can you get ready for the upcoming revolution in experiential marketing?
The 4/7Ps marketing mix has been a useful tool in the past, but it has been criticized by top marketing academics such as Dr. Wided Batat for being too focused on the product. Despite this, many marketers and CMOs still rely on traditional marketing techniques when designing their strategies, even though they may no longer be effective in today's phygital world. With the rise of digital technology, consumers now expect a more engaging and personalized experience across both physical and digital channels.
Unfortunately, many marketers lack the necessary knowledge and training to effectively implement the 7Es experiential marketing mix and create immersive experiences for their customers. To stay ahead of the curve, marketers must learn new skills and seek out knowledge in this field to develop better growth strategies.
If you are looking for valuable insights into experiential marketing strategy, design, and management, then sign up for AIBXD Strawberry Experience Blog, a free resource that offers daily updates, providing you with all the information you need to succeed. Additionally, the American Institute of Business Experience Design offers a comprehensive program to help marketers elevate their skills in experiential and phygital marketing and stay up-to-date with the latest industry trends.
Whenever you're ready to get started, we invite you to explore our range of exclusive, certified course programs. Our programs are designed by top-tier experts from industry and academia to equip you with all the necessary tools and strategies to implement successful and cost-effective experience strategies that drive ROI and business growth. Join our elite global community of business experience experts and start your journey towards transforming your business today.
AIBXD offers comprehensive course programs on business experience design, strategy, and management that cater to all levels and profiles. Our portfolio includes our flagship executive education programs for CMO, CXO, creative designers, and all C-level executives. We also offer diploma programs for entrepreneurs and project/product managers, as well as online course certificates. If you are unsure which program would be the best fit for you, try our fun and easy-to-use AIBXD Course Recommender™. By answering just five quick questions, you can get a personalized course recommendation immediately.
