Footnote
Chapter 2
1 Commentators on the value of experience—notably Joe Pine and Jim Gilmore in their 1999 book, The Experience Economy—also have sensed the growing power of the experiential value proposition. In particular, they also deserve thanks for giving the world a useful name for what's at work as well as their references to theater as a metaphor for experience. Also noteworthy is Bernd Schmitt's most recent work in the area of "experience marketing." In There's No Business That's Not Show Business, he raises the curtain higher—literally—by showing how organizations can understand experiences in the context of show business as a metaphor. His work demonstrates the intimate relationship between experience and traditional approaches to ...
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