Tuesday, October 27, 2015
from 9:30 am to 5:00 pm (registration 9:00 am)
Meliá Milano Hotel (Via Masaccio, 19 – Milan)
October 27, 2015
Joseph Pine, pioneer of Customer Experience and the Experience Economy, is a world-renowned author and consultant. His work on the new frontiers of marketing, the new economy, new customer attitudes and how digitalization is dissolving the boundaries between real and virtual, makes him one of the most original thinkers of our day.
His first book was the award-winning Mass Customization: The New Frontier in Business Competition.
In 1999 he published his bestseller The Experience Economy: Work Is Theatre & Every Business a Stage, called by 800ceoread “One of the 100 best business books of all time”.
In 2007 he wrote Authenticity: What Consumers Really Want which Amazon.com hailed as “one of the ten best business books of the year” and was quoted in a Time magazine cover story as being among the “10 ideas that are changing the world”.
In 2011 he published Infinite Possibility: Creating Customer Value on the Digital Frontier, on the relationship between digital technologies and marketing.
He is founder of Strategic Horizons, through which he helps companies realize new ways of adding value to their business.
Goods and services are no longer enough. What clients—both private and corporate—expect are memorable events that create direct involvement, whether real or virtual.
In fact, we have entered the Experience Economy and every manager must learn this basic principle: The Experience IS the Marketing.
The best way to generate demand, starting from any product or service, is to create such a unique (real or virtual) experience that customers cannot help but live it and purchase it.
Joseph Pine examined this concept by explaining how to transform it into concrete actions and provided principles applicable to all marketing activities, aimed at optimizing interaction with customers and making it memorable.
Various opportunities to discuss and share—in addition to a number of working groups—made this Workshop a true experience.