Wykorzystanie komunikacji emocjonalnej w marketingu na przykładzie kampani firmy IKEA „Spotkania Sąsiedzkie”
USE OF EMOTIONAL COMMUNICATION IN MARKETING ON THE EXAMPLE OF THE IKEA CAMPAIGN “NEIGHBORHOOD MEETINGS”

Summary/Abstract: Unique experiences, phenomenal sensations and development opportunities – these are the challenges that clients constantly set for producers. Experience, as a foundation for humanitarian and social marketing dimension, is becoming a new paradigm for a given field. The aim of the study is to analyse the process of building and managing consumers’ experience. Therefore, the author has set following question as the basis of the theme: how the process of consumer experience’s design looks like and how organisations deal with its management. The main subject of scientific analysis covers IKEA’s social experiment. Qualitative research methods include content analysis and an interview.

• Details
• Contents