It’s not easy to come up with new names, many good names are already taken and protected by law.

Bernd Schmitt

Bernd Herbert Schmitt is a professor of international business in the marketing department at Columbia Business School, Columbia University in New York. He is known for his research, books, speaking and consulting on customer experience, customer happiness, branding and innovation and for his work in Asia on Asian markets and consumers. He wrote several influential books in these areas like Experiential Marketing, Customer Experience Management, Big Think Strategy and Happy Customers Everywhere. He holds a PhD in Psychology from Cornell University and joined Columbia in 1988. In 2011, he also became the Executive Director of the Institute on Asian Consumer Insight (ACI) in Singapore, funded by the Singapore Economic Development Board (EDB) and Nanyang Technological University (NTU). Schmitt has done research, teaching and consulting in many parts of the world, especially in Asia. From 1996–2000, he was the head of marketing at The China Europe International Business School (CEIBS) in Shanghai and held the first marketing chair ever in China. He has also held visiting appointments and short-term teaching appointments at M.I.T, the University of Michigan, Yonsei University in South Korea, Hong Kong University, the Hong Kong University of Science and Technology, the University of Munich in Germany and Jagiellonian University in Poland.

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