Experiential Marketing: Growing Importance in Marketing Cover Image

Deneyimsel Pazarlama: Pazarlamadaki Artan Önemi
Experiential Marketing: Growing Importance in Marketing

Author(s): Ebru Tümer Kabadayi, Alev Koçak Alan
Subject(s): Economy, Evaluation research, Marketing / Advertising
Published by: İşletme Araştırmaları Dergisi
Keywords: Experience; Experiential Marketing; Experience Economy; Modern Marketing Approaches;

Summary/Abstract: Although the concept of experience entered in the field of marketing in 1982, this concept has now become a key constituent of understanding consumer behaviour. In recent years, a great deal of research has examined this concept is a foundation of economy and future of marketing. From this point of view the purpose of this study is to discuss concept of experience, experiential marketing and related concepts in a holistic perspective and moreover some marketing implications have been given.

  • Issue Year: 6/2014
  • Issue No: 1
  • Page Range: 203-217
  • Page Count: 15
  • Language: Turkish