Before revision: Business theory Joseph Pine II and James H. Gilmore argue that businesses must orchestrate memorable events for their customers, and that memory itself becomes the product: the "experience".
After revision: 350x350px|Four realms of customer experience (PineGilmore, 1999)Business theory Joseph Pine II and James H. Gilmore argue that businesses must orchestrate memorable events for their customers, and that memory itself becomes the product: the "experience".