He studied psychology at the University of Heidelberg (Germany) and holds a Ph.D. from Cornell University.

In 1988 he joined the Marketing Department of Columbia Business School where he is a tenured professor. He has been a visiting professor at M.I.T., the Leipzig Graduate School of Management in Germany, Jagiellonian University in Poland and at the Hong Kong University of Science and Technology.

At CEIBS, China's leading business school located in Shanghai, he is the Head of the Marketing Area and holds the BAT Chair of Marketing--the first endowed faculty chair of its kind in the People's Republic of China (see About the Chair).

He is co-author of "Marketing Aesthetics: The Strategic Management of Brands, Identity and Image," (The Free Press,1997) . The book has been praised as a "seminal book on the aesthetics of brands, identity and image" (Clay S. Timon, CEO, Landor Associates), as "pathbreaking" (David Aaker, Author of "Building Strong Brands"), and as "a powerful new perspective which explains how marketers can gain a competitive advantage" (Sal Randazzo, Worldwide Strategic Panning Director, McCann-Erickson Worldwide). Tom Peters called it "... the most original 'marketing' book I've read (devoured/digested) in a long time." Schmitt's new book, Experiential Marketing, has been called "a bible."(see What's New)

Dr. Schmitt has contributed more than 40 articles to marketing, consumer, psychology and management journals including (among others):

JOURNAL OF MARKETING RESEARCH - JOURNAL OF CONSUMER RESEARCH - JOURNAL OF PERSONALITY AND SOCIAL PSYCHOLOGY - CALIFORNIA MANAGEMENT REVIEW - ASIAN JOURNAL OF MARKETING - EUROPEAN MANAGEMENT JOURNAL - LONG RANGE PLANNING - DESIGN MANAGEMENT JOURNAL - CHINATRADE REPORT - THE ASIAN MANAGER.

Dr. Schmitt has taught executive seminars and consulted around the world. Clients included:

AHOLD - AVON - CATHAY PACIFIC - GLAXO - HENKEL - R. R. DONNELLY - FURGANG & MILDE - THE HEARST CORPORATION - LEDERLE - PENNIE & EDMONDS - PFIZER - THE NEW YORK CITY POLICE DEPARTMENT - SAP - SUNSTAR - TURKU SCHOOL OF MANAGEMENT - UNILEVER - VOLKSWAGEN - VOLVO - WHITE EAGLE INDUSTRIES.

He is Associate Faculty Director of Columbia Business School's highly-acclaimed Marketing Management program, which was rated number 2 in the world in October 1997 by Business Week. He has also conducted the following executive programs:

ADVERTISING MANAGEMENT - LEVERAGING BRANDS FOR COMPETITIVE ADVANTAGE - MARKETING FOR JUNIOR MANAGEMENT - MARKETING FOR SENIOR MANAGEMENT - THE STRATEGIC MANAGEMENT OF CORPORATE IDENTITY, IMAGE AND IMPRESSIONS.

Dr. Schmitt has appeared on BBC, CNBC and on Russian and Chinese TV. His research has been quoted in The Economist, the New York Times, the L.A. Times, the Washington Post, the South China Morning Post, Reuters and Die Zeit.

SELECTED PUBLICATIONS:

Schmitt, B.H. and Simonson, A. (1997). Marketing aesthetics: The strategic management of brands, identity and image. New York: The Free Press.

Schmitt, B.H. and Zhang, S. Language structure and categorization: A study of classifiers in consumer cognition, judgment and choice. Journal of Consumer Research, in print.

Schmitt, B.H. (1997). "SOOP" Marketing: Five proven principles for enhancing customer experiences. Marketing Review, Nov. 1997.

Schmitt, B. (1997). Who is the Chinese consumer? Segmentation in the People's Republic of China. European Management Journal, 15 (2), 191-194.

Schmitt, B. and Deboeck, G. (1997). Consumer segmentation in China: Identifying differential patterns in consumption preferences using self-organizing maps. Working paper.

Schmitt, B.H. (1997) "Group speak: Chinese consumers must be treated as separate market segments with differentiated needs and wants," China Trade Report, February 1997.

Han, J. and Schmitt, B. (1997). The relative importance of product-category dynamics and corporate identity in brand extensions: A comparison of Hong Kong and U.S. consumers. Journal of International Marketing, 5 (1), 77-92.

Pan, Y. and Schmitt, B. H. (1996), Language and brand attitudes: The impact of script and sound matching in Chinese and English.Journal of Consumer Psychology, 5 (3), 263-277.

Schmitt, B. H., Simonson, A. and Marcus, J. (1995), Managing corporate image and identity. Long Range Planning, 28,82-92.

Schmitt, B. H. (1995), Language and visual imagery: Issues of corporate identity in East Asia . Columbia Journal of World Business, Winter 1995 Issue, 28-36.

Schmitt, B. H. and Pan, Y., In Asia, the supernatural means sales. The New York Times , Section 3 (Business), February 19, 1995, p. 11.

Schmitt, B., Pan, Y., and Tavassoli, N. (1994), Language and consumer memory: The impact of linguistic differences between Chinese and English. Journal of Consumer Research, 21, 419-431.

Schmitt, B. H. and Pan, Y. (1994), Managing corporate and brand identities in the Asia-Pacific Region. California Management Review, 36 (4), 32-48.

Leclerc, F., Schmitt, B. H., Dube, L. (1994), Foreign branding and its effect on product perceptions and attitudes. Journal of Marketing Research, 31, 263-270.

Schmitt, B. H. (1994), Contextual priming of nonverbal material in advertising. Psychology and Marketing, 11,1-14.

Sheinin, D. and Schmitt, B. H. (1994), Extending brands with new product concepts: the role of category attribute congruity, brand affect and brand breadth. Journal of Business Research, 31 (1), 1-10.

Schmitt, B. H. (1994), Advertising and mass communications. In Hampton, J. J. (Ed.), AMA Management Handbook, Section 2, 108-115.

Hulbert, J. and Schmitt, B. H. (1994), Ethics in marketing. In Levy, S. Frerichs, G. R., and Gordon, H. L. (Eds.), Marketing Manager's Handbook. Chicago, IL: Dartnell, 626-635.

Schmitt, B. H. (1994), Corporate and brand identities in the Asia-Pacific Region: Theoretical and applied perspectives. Asia Pacific Advances in Consumer Research, 1, 1-3.

Schmitt, B. H., Tavassoli, N. T. and Millard, R. T. (1993) Memory for print ads: Understanding relations among brand name, copy and picture. Journal of Consumer Psychology, 2 , 55-81.

Tavassoli, N. T., Goldberg, L. I., Schmitt, B. H., and Holbrook, M. B. (1993), The marketing impact of national identity: German attitudes toward reunification and intentions to purchase Western products. European Advances in Consumer Research, 1, 226-232.

Dubé, L., Schmitt, B,H., and Leclerc, F. (1991), Consumers' affective response to delays at different phases of a service delivery. Journal of Applied Social Psychology, 21, 810-820.

Schmitt, B. H., Leclerc, F. and Dubé-Rioux, L. (1988), Sex typing and consumer behavior: A test of gender schema theory. Journal of Consumer Research, 15, 122-128.

CONTACT ADDRESSES:

Email:

id_schmitt@compuserve.com  

Phone:

CHINA: +86 21 64630200 x 2004

US: +1 212 854 3468 

Fax:

CHINA: +86 21 6463 4947

US: +1 212 854 8762