What connects a medieval reliquary with a luxury shop from Gucci or Louis Vuitton? Why does the television series Columbo operate on the same principle as the spectacular actions of Greenpeace? In his standard work on marketing dramaturgy, Christian Mikunda decodes a secret language of experiences. The examples in this updated edition range from newly opened shopping wonders in Las Vegas to the dramaturgy of terrorism after September 11. Mikunda's captivating narrative style makes the book essential reading for anyone who has always wanted to know what the "scripts in our heads" look like that we follow.