Bernd Schmitt

Bernd Herbert Schmitt
Born	(1957-10-22) October 22, 1957 (age 68) [1] Heidelberg, Germany
Alma mater	University of Heidelberg Cornell University
Scientific career
Fields	Marketing
Institutions	Columbia Business School, New York City
Thesis	Functional orientations toward advertisements and consumer products  (1988)
Doctoral advisor	Daryl Bem [2]
Website	www.meetschmitt.com

Bernd Herbert Schmitt is an American marketing researcher. He is the Robert D. Calkins Professor of International Business at Columbia Business School in New York City. Schmitt works in the fields of brand management and customer experience.

Biography

Schmitt was born in Heidelberg, Germany, ^[3] and attended the University of Heidelberg, from which he earned a Master’s degree in psychology in 1984. Four years later, he received a PhD in psychology from Cornell University. Schmitt joined Columbia University in 1988 and became professor in 1998. A year later, he founded the Center on Global Brand Leadership, serving as its first director. In 2003, he was named the Robert D. Calkins Professor of International Business. ^[4]

Schmitt has been researching and teaching in Asia since the early 1990s. ^[5] In 1996, he was appointed head of Marketing at the China Europe International Business School, the first marketing chair in Asia, a position he held until 2000. ^{[4] [6]} Later, in 2011, he began a two-year term in Singapore to lead the newly created Institute on Asian Consumer Insight at Nanyang Technological University. ^[5]

Schmitt studies marketing, brand management, and customer experience. He has authored nine books translated into more than 30 languages, ^[7] in one of these, he became the first to introduce the term "experiential marketing". ^[8] He has served on the marketing boards of Volkswagen and Samsung and was the CEO of a small consulting firm. From 2021 to 2024, Schmitt served as the editor-in-chief of the Journal of Consumer Research . ^[4]

Publications

Books

• — (2014). The changing face of the Asian consumer: insights and strategies for Asian markets. McGraw-Hill Education. ISBN   978-1259071010.
• —; Van Zutphen, Glenn (2012). Happy Customers Everywhere: How Your Business Can Profit from the Insights of Positive Psychology. Palgrave Macmillan. ISBN   978-0230116450. ^[9]
• — (2007). Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind. Harvard Business School Press. ISBN   978-1422103210. ^[10]
• —; Mangold, Marc (2004). Kundenerlebnis als Wettbewerbsvorteil: Mit Customer Experience Management Marken und Märkte Gewinn bringend gestalten[Customer Experience as a Competitive Advantage:Designing Brands and Markets Profitably with Customer Experience Management] (in German). Springer Gabler. ISBN   978-3409127295.
• — (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. Wiley. ISBN   978-0471237747. ^[11]
• —; Rogers, David L.; Vrotsos, Karen (2003). There's No Business That's Not Show Business: Marketing in an Experience Culture. FT Press. ISBN   978-0130471192. ^[12]
• —; Brown, Laura (2001). Build Your Own Garage: Blueprints and Tools to Unleash Your Company's Hidden Creativity. Free Press. ISBN   978-0743202602. ^[13]
• — (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate. Free Press. ISBN   978-0684854236.
• —; Simonson, Alex (1997). Marketing Aesthetics: The Strategic Management of Brands, Identity and Image. Free Press. ISBN   978-0684826554. ^[14]

Selected papers and book chapters

• D. Hoyer, Wayne; Kroschke, Mirja; —; Kraume, Karsten; Shankar, Venkatesh (2020). "Transforming the Customer Experience through New Technologies". Journal of Interactive Marketing. 51 (1): 57–71. doi:10.1016/j.intmar.2020.04.001.
• — (2015). "The consumer psychology of brands". Handbuch Sozialtechniken der Kommunikation: 1–13. doi:10.1007/978-3-658-05262-1_21-1.
• — (2011). "The consumer psychology of brands". Journal of Marketing Management. 22 (1): 7–17. doi:10.1016/j.jcps.2011.09.005.
• Zarantonello, Lia; — (2010). "Using the brand experience scale to profile consumers and predict consumer behaviour". Journal of Brand Management. 17 (7): 532–540. doi:10.1057/bm.2010.4.
• Brakus, J. Josko; —; Zarantonello, Lia (2009). "Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?". Journal of Marketing. 73 (3): 52–68. doi:10.1509/jmkg.73.3.052.
• Esch, Franz-Rudolf; Langner, Tobias; —; Geus, Patrick (2006). "Are brands forever? How brand knowledge and relationships affect current and future purchases". Journal of Product & Brand Management. 15 (2): 98–105. doi:10.1108/10610420610658938.
• — (1999). "Experiential Marketing". Journal of Marketing Management. 15 (1–3): 53–67. doi:10.1362/026725799784870496.
• Leclerc, France; —; Dube, Laurette (1994). "Foreign Branding and Its Effects on Product Perceptions and Attitudes". Journal of Marketing Management. 31 (2): 263–270. doi:10.1177/002224379403100209.

References

1. "Bernd Schmitt". WorldCat . Retrieved 26 December 2025.
2. "Cornell Alumni News". July 1983. p. 29. Archived from the original on 23 June 2024.
3. Boller, Andreas (4 April 2019). "So funktioniert Marketing morgen". Westdeutsche Zeitung (in German). Retrieved 24 December 2025.
4. "Schmitt, Bernd Vitae June 2024" (PDF). Columbia Business School. June 2024. Retrieved 24 December 2025.
5. Lim, Jessica (14 December 2011). "Buying into branding: Asian firms focus on products and neglect customer experience: Marketing guru". The Straits Times .
6. Croll, Elisabeth (2006). China's New Consumers: Social Development and Domestic Demand. Taylor & Francis. ISBN   978-1134220533. The article quotes Bernd Schmitt , an expert in consumer behaviour from Columbia Business School in New York and China's first professor of marketing
7. Blass, Uwe (10 July 2019). "Wuppertal... and the untapped innovation potential of an exciting city". University of Wuppertal . Retrieved 24 December 2025.
8. Srivastava, Rajesh Kumar (2008). "How experiential marketing can be used to build brands - a case study of two specialty stores" (PDF). Innovative Marketing . 4 (2): 70.
9. Review of Happy Customers Everywhere:
   • Aron, D. (2012).  Choice. 50 (3): 534. ProQuest   1173408086
10. Review of Big Think Strategy:
    • (2008). Reference and Research Book News. 23 (2). ProQuest   199768967
    • Vogl, A. J. (2008).  The Conference Board Review. 45 (1): 94. ProQuest   205278561
11. Review of Customer Experience Management:
    • Dussart, Christian (2004).  Décisions Marketing (34): 99. ProQuest   220538924
12. Review of There's No Business That's Not Show Business:
    • Eroglu, Sevgin; Mostellerm, Jill (2005). Journal of Marketing Research. 15 (1): 81–82. doi : 10.1509/jmkr.42.1.116.56892
    • Beckwith, Deanne (2004). Design Management Review. 15 (1): 89. ProQuest   202961527
13. Review of Build Your Own Garage:
    • Saia, Rick (2001).  Computerworld. 35 (43): 38. ProQuest   216085800
    • Rotella, Mark; Gold, Sarah F.; Andriani, Lynn (2001).  Publishers Weekly248 (35): 72. ProQuest   197035879
14. Review of Marketing Aesthetics:
    • Hardy, Tom (1999). Design Issues. 15 (1): 81–82. doi : 10.2307/1511791
    • Rivett, David (1998). Journal of Brand Management. 6 (1): 136–137. doi : 10.1057/bm.1998.55
    • G.R.P. (1998). The Trademark Reporter. 88 (1): 89.

External links

• Bernd Schmitt at Columbia University
• Bernd Schmitt, Executive Director of Institute on Asian Consumer Insight (ACI)