Bernd Schmitt

Teaching and research interests

Professor Schmitt researches, teaches, and advises corporations on creative strategy, branding, and customer experience management. Schmitt's books include Big Think Strategy, Customer Experience Management, and Experiential Marketing, which have been translated into more than 15 languages. He teaches the course Managing Brands, Identity and Experiences, and won an award for innovation in the classroom for the course Corporate Creativity. He has also taught several other courses including Consumer Behavior and Advertising, as well as the Marketing core course. He has held visiting appointments in China, Germany, Poland, and Singapore. Schmitt's research focuses on experiential marketing, brand management and international business.

Selected Research, Papers and Publications

More		Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind. Massachusetts: Harvard Business School Press, 2007.
More		Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers. New York: Wiley, 2003.
More		Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: Free Press, 1999.
More		Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. New York: Free Press, 1997. Coauthor(s): Alex Simonson.