To survive in today's complex economies, it is imperative for companies to understand their consumers in terms of how and why they like to use their products. Distinction based on quality no longer provides competitive advantage. Imagineers use design methods to create meaningful experiences that connect consumers to brands, employees to companies and consumers to consumers. This book explains the background of the need for experiences and then focusses on how to design them. Bringing theory into practice for students of tourism marketing, event planning and business, it provides a window into the creative world of Imagineering.
a: Introduction Part I: Imagineering - Where and When 1: Focus Shift in Western Economies 2: From Target Group to Follow Group 3: From Brand Marketing to Identity Branding 4: A Meaningful Experience 5: Thinking in Terms of Business Models Part II: Imagineering - Who, What and How 6: How Do You Become an Imagineer? 7: The Imagineer's Work Process 8: The Imagineer's Design Methodology Part III: I, the Imagineer 9: Warming Up for the Right Side of the Brain 10: I, the Imagineer, Learn to Understand People, their Emotions and Behaviour 11: Working Towards Your Own Signature
