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strategy and business

James H. Gilmore

All articles by James H. Gilmore

Keeping Marketing’s Promises

Ads that trumpet, “We’re unique!” are meaningless if the stores say, “No, we’re not.”
November 13, 2007  - by James H. Gilmore and B. Joseph Pine II

Why Experience Marketing Pays

By creating marketing “experiences,” companies generate new demand for core offerings.
August 25, 2004  - by B. Joseph Pine II and James H. Gilmore