Synopsis In order that marketers occupy a large space of the consumers’ mindspace, the former have had to introduce a slew of services as part of their product offering. These include customer satisfaction, customer service and customer relations. This book takes a close look at reasons for the introduction of Customer Experiential Marketing (CEM) and its foundational principles. It also examines aspects of CEM that relate to the internal and external aspects of an organization, besides also exploring this concept in the domestic and international contexts through relevant case studies.