MARKETING THEORY: EXPERIENCE MARKETING AND EXPERIENTIAL MARKETING

被引：18

作者：

Same, Siiri ^{[1
]}

Larimo, Jorma ^{[2
,3
]}

机构：

[1] Tallinn Univ Technol, EE-19086 Tallinn, Estonia

[2] Univ Vaasa, FI-65101 Vaasa, Finland

[3] Univ Tartu, EE-51009 Tartu, Estonia

来源：

7TH INTERNATIONAL SCIENTIFIC CONFERENCE BUSINESS AND MANAGEMENT 2012 | 2012年

关键词：

experience marketing; experience; experiential marketing; customer experience; value;

D O I：

10.3846/bm.2012.063

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Despite the fact that experiences are regarded as key concepts in marketing today, there are different 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 experience marketing as a strategic and holistic marketing of relevant (and meaningful) experiences, and experiential 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.

引用

页码：480 / 487

页数：8

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