haku: @author Schmitt, B. / yhteensä: 6
viite: 2 / 6
Tekijä: | Schmitt, B. |
Otsikko: | Experiential marketing |
Lehti: | Journal of Marketing Management
1999 : APR, VOL. 15:1-3, p. 53-67 |
Asiasana: | MARKETING MANAGEMENT CONSUMERS MODELS |
Kieli: | eng |
Tiivistelmä: | In this article, the author contrasts traditional marketing with a new approach to marketing called Experiential Marketing and provide a strategic framework for Experiential Marketing. Traditional marketing views consumers as rational decision-makers who care about functional features and benefits. In contrast, experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences. |
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