This article is a shortened and revised version of the inauguration speech that Bernd Schmitt delivered in October 1996 in Shanghai as the Bat Chair of Marketing at CEIBS.1 The BAT Chair is the first chair ever donated to a business school in China. The article provides a review of three...

Experience is a new and exciting concept marketing academia and practice. This monograph reviews the various meanings of experience as the term is used in philosophy, psychology, and in consumer behavior and marketing. I will discuss the key concepts of experience marketing such as experiential...

We present a broad-based, consumer-centric view of innovation--referred to as "perceived firm innovativeness" (PFI). PFI is conceptualized as the consumer's perception of an enduring firm capability that results in novel, creative, and impactful ideas and solutions. We develop and validate a PFI...