Updated: Dec 15, 2020
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.
experience marketing, experience, experiential marketing, customer experience,
Siiri Same (Tallinn University of Technology, Tallin, Estonia) and Jorma Larimo University of Vaasa, Finland)
Delivered at the 7th International Scientific Conference “Business and Management 2012” May 10-11, 2012, Vilnius, LITHUANIA
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