Imagineering: Innovation in the Experience Economy

Gabrielle Kuiper is a lecturer at Utrecht University of Arts, the Netherlands. Bert Smit is a lectuer at NHTV University of Applied Sciences, the Netherlands

• 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

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