Dr. Judith Forney co-authors textbook, Experiential Retailing: Concepts and Strategies that Sell
October 17, 2007

Dean and Professor Judith C. Forney recently co-authored the textbook Experiential Retailing: Concepts and Strategies that Sell, which was released in June 2007 by Fairchild Publishers. This innovative textbook uses an experiential retailing model to examine consumer-side and supplier-side variables that create a total consumer experience in retail-merchandising and hospitality environments.

Industry trends are moving toward total experience management where the intangibles of "shopper-tainment, "retail-tainment," and "eater-tainment" have become consumer motivators for consumption. The School of Merchandising and Hospitality Management embraces this trend with the recent approval of a new core course, Creating Consumer Experiences, required by all students in the School. In this interdisciplinary core course, students will explore the drivers of consumer behavior and develop effective strategies to make retail merchandising ventures more profitable in both domestic and international markets. The course supports the mission of the School and creates synergy across the merchandising and hospitality management divisions. During the Spring of 2008, the School will host its fourth Creating Consumer Experiences Symposium with future plans to launch a Center for Consumer Experiences.

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