The term "experience economy" was first used by B. Joseph Pine II and James G. Gilmore: it is the next economy to follow the agricultural, industrial and service economics. The authors argue that businesses need to build unique relationships to win customer loyalty, and memory itself becomes a product of impressions. After all, modern consumers want more, they need emotions and experiences that they will desire again and again. In the struggle for its consumer, the business must offer a unique value that will distinguish it from others. The owners of Apple, Starbucks and LEGO have managed to invent the benefits that have made the brand unique, and the authors are analyzing their approach. Pine and Gilmore, as professional experience economy consultants, have developed a strategy for developing companies in a new environment, using their own experience of more than 25 years, which can be found in this book.