Before revision: Business theory 350x350px|Four realms of customer experience (Pine Gilmore, 1999) 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: 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".