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Marketing theory: experience marketing and experiential marketing

104 citations0/0 files storedBusiness and management

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Consumer Retail Behavior Studies Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Despite the fact that experiences are regarded as key concepts in marketing today, there are dif-ferent views and interpretations about the content of terms. The main objective of this article is to analyse the concepts of experience and experiential marketing. Based on the literature review the authors found that experience marketing is a strategic and a broader term than experiential marketing. We define experi-ence marketing as a strategic and holistic marketing of relevant (and meaningful) experiences, and expe-riential marketing as a tactical tool that helps to do marketing experientially. At the end of the article a conceptual model of experience marketing is proposed.

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References

1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?1991Flow: The Psychology of Optimal Experience 2009Customer Experience Creation: Determinants, Dynamics and Management Strategies 1998Welcome to the experience economy.1999Experiential Marketing 1993River Magic: Extraordinary Experience and the Extended Service Encounter 2012The Experience Economy

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2022Customer experience in digital banking: a review and future research directions 2012Value-creating assets in tourism management: Applying marketing's service-dominant logic in the hotel industry 2014Designing corporate brand experience in an online context: A qualitative insight 2015Retail store environment and customer experience: a paradigm 2013‘Welcome to the experience economy’: assessing the influence of customer experience literature through bibliometric analysis

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