Bernd Schmitt is the Director of the Center of Global Brand Management Marketing and has held visiting appointments in China, Germany and Poland. Schmitt's research focuses on experiential marketing, brand management, and international strategy. Schmitt is the author of Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands and co-author of the best-selling Marketing Aesthetics: The Strategic Management of Brands, Identity and Image, which has been translated into 12 languages. He has published more than 30 articles in marketing, management and psychology journals. He received his BA for University of Heidelberg in 1984 and his Ph.D. from Cornell in 1988.