(Hardback)

A collection of ten articles that chronicle the evolution of business competition from mass markets to markets of one - in other words, from creating standardized value through mass production to creating customer-unique value through mass customization.

(Paperback)

Offers examples including the US Army, Heineken Experience, Autostadt, Vinopolis, American Girl Place, and others to show approaches to scripting and staging compelling experiences, while staying true to the real economic conditions of the day.

(Hardback, Revised)

"With a new preface by the authors"--Jacket.

(Hardback)

Explores how successful companies create experiences that engage customers in an inherently personal way. This book features an insightful approach for companies to script and stage compelling experiences. It helps create experiences that create memorable impressions and transformations within individuals.