WYKORZYSTANIE KONCEPCJI MARKETINGU DOŚWIADCZEŃ W TWORZENIU WARTOŚCI DODANEJ NA RYNKU IMPREZ MASOWYCH
THE USAGE OF THE EXPERIENTIAL MARKETING CONCEPT IN CREATING A VALUE ADDED IN THE MASS EVENTS MARKET

Summary/Abstract: The concept of experiential marketing is one of the widely understood methods of searching for new, competitive ways in which a company could operate on the market. This marketing’s main assumption is to create a value added for buyers through engaging them in the process of production and influencing their perception mostly on emotional level. Opposite to this is prosumption – using its assumptions and rules makes it easier to develop a successful marketing strategy based on experiences and feelings. One of the possible areas of action which are the best for implementing experiential marketing is the sector of mass entertainment events – during such events many emotion-based interactions between the service provider and the customer come to exist, or even between different service providers, which makes these relationships even stronger and more durable.

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