Bernd Schmitt is Robert D. Calkins Professor of International Business at Columbia Business School in New York, where he directs the Center on Global Brand Leadership. He has authored or co-authored more than 50 articles in marketing and psychology journals and six books including Experiential Marketing and Customer Experience Management, in which he expounds upon the idea of customer experience management.
"Schmitt", as he prefers to be called (his own brand), has his own website www.meetschmitt.com, where he hosts a blog and other information relating to his life-long study of brands. For the past four years, Schmitt has hosted a Columbia international seminar for Executive MBA students at Columbia in Munich, Germany. This trip includes class time focused on experiential branding and also include many company visits and high-level speakers from German industry. In 2007, the entire class was invited to drive brand-new Audis on the Autobahn out to the Audi plant in Ingolstag, where they were given a private tour of the factory.
