Experience Marketing examines a new and exciting concept that is of
interest to academics and marketing practitioners who have come to
realize that understanding how consumers experience brands, and how
to provide appealing brand experiences for them, is critical for
differentiating their offerings in a competitive marketplace.
Understanding consumer experiences is a core task for consumer
research, but consumer and marketing research on experience is
still emerging. Experience Marketing reviews and discusses
experience research conducted in various disciplines and in
sub-disciplines of marketing. The author begins with an exploration
of the experience concept itself. What do we mean by "experience"?
What are consumer experiences? How are they different from other
established constructs in our field? Next, this monograph reviews
the key concepts of experience marketing and provides empirical
research findings that shed light on consumer insights on
experiences. It also examines the strategic management and
marketing literature on customer experience and the practical
frameworks for managing experiences. Finally, it explores an
exciting emerging area of research-the interface of consumer
experience and happiness.
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