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| Tekijä: | Schmitt, B. |
| Otsikko: | Experimential Marketing and the Product Life Cycle |
| Lehti: | Thexis
2000 : VOL. 17:2, p. 11-14 |
| Asiasana: | |
| Vapaa asiasana: | Produktlebenszyklus |
| Kieli: | eng |
| Tiivistelmä: | In his article the autor discusses the key characteristics of traditional marketing and branding, i.c., the canon of theories and methodologies developed by marketing academies and practitioners in the later part of the 20th century. Then he contrasts the traditional approaches to marketing and branding with what he calls "experiential marketing" and discusses the key concept of his framework. Finally he explains, how experiential marketing can be used to manage a product along the product life cycle. |
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