Marketing and experiential consumption

Business & Finance, Marketing & Sales, Research
Cover of the book Marketing and experiential consumption by Claire Roederer, Éditions EMS
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Claire Roederer ISBN: 9782847694840
Publisher: Éditions EMS Publication: May 2, 2013
Imprint: Éditions EMS Language: English
Author: Claire Roederer
ISBN: 9782847694840
Publisher: Éditions EMS
Publication: May 2, 2013
Imprint: Éditions EMS
Language: English

Dimensions of experience as a key to successful experiential strategies

First discussed in the seminal articles by Holbrook and Hirschman, the experiential approach attempts to understand individuals’ reactions when they consume, with the idea that we seek to enjoy consumption experiences for the pleasure, the emotions and sensations they give us. This led to the notion of experiential marketing, which encouraged firms to gain a competitive edge by reviewing their offer in the light of the experience enjoyed by the consumers.

Over the last twenty years or so, both academia and business have become increasingly interested in the experiential aspects of consumption and the managerial approaches that attempt to take them into account.

However, twenty-five years after the beginnings of experiential marketing, and despite the great effort many manufacturers and retailers have put into developing it, the results have not always lived up to expectations in terms of market share and customer loyalty. A number of challenges remain in the implementation of experiential strategies and, more broadly, the added value expected from the experiential approach has not always materialised.

If we wish to persuade managers toadopt an experiential perspective by optimising their strategies’ chances of success,we need to offer them a well thought-through conceptualisation of the consumer experience, with various tools that can be used in all commercial contexts. This book sets out to do just that by exploring the notion of experience from a conceptual, methodological and strategic standpoint.

Marketing & experiential consumption offers a conceptualisation of experience based on four, empirically validated dimensions that are present in all experiences, whatever the context. The book gives new insights into the issue and offers managers new frameworks for their experiential strategy.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Dimensions of experience as a key to successful experiential strategies

First discussed in the seminal articles by Holbrook and Hirschman, the experiential approach attempts to understand individuals’ reactions when they consume, with the idea that we seek to enjoy consumption experiences for the pleasure, the emotions and sensations they give us. This led to the notion of experiential marketing, which encouraged firms to gain a competitive edge by reviewing their offer in the light of the experience enjoyed by the consumers.

Over the last twenty years or so, both academia and business have become increasingly interested in the experiential aspects of consumption and the managerial approaches that attempt to take them into account.

However, twenty-five years after the beginnings of experiential marketing, and despite the great effort many manufacturers and retailers have put into developing it, the results have not always lived up to expectations in terms of market share and customer loyalty. A number of challenges remain in the implementation of experiential strategies and, more broadly, the added value expected from the experiential approach has not always materialised.

If we wish to persuade managers toadopt an experiential perspective by optimising their strategies’ chances of success,we need to offer them a well thought-through conceptualisation of the consumer experience, with various tools that can be used in all commercial contexts. This book sets out to do just that by exploring the notion of experience from a conceptual, methodological and strategic standpoint.

Marketing & experiential consumption offers a conceptualisation of experience based on four, empirically validated dimensions that are present in all experiences, whatever the context. The book gives new insights into the issue and offers managers new frameworks for their experiential strategy.

More books from Éditions EMS

Cover of the book Dale S. Rogers - De la logistique inversée à l'efficience opérationnelle by Claire Roederer
Cover of the book Georges Perrin - La méthode GP by Claire Roederer
Cover of the book Alexander Hamilton Church et Henry Laurence Gantt - Qui a inventé l'imputation rationnelle ? by Claire Roederer
Cover of the book Jay Wright Forrester - Une première esquisse du Supply Chain Management by Claire Roederer
Cover of the book Kent Monroe - Le parrain de la recherche du comportement envers le prix by Claire Roederer
Cover of the book Kenneth Andrews - Le père fondateur de la "Corporate Strategy" by Claire Roederer
Cover of the book Quel avenir pour la relation banque - entreprise ? by Claire Roederer
Cover of the book Les miscellanées du changement by Claire Roederer
Cover of the book Howard Stevenson - Du management entrepreneurial à l'éthique entrepreneuriale by Claire Roederer
Cover of the book Regards croisés sur la consommation by Claire Roederer
Cover of the book Anthony Giddens, La théorie de la structuration by Claire Roederer
Cover of the book Stefan Seuring - Pour une vision complète de la chaîne logistique durable by Claire Roederer
Cover of the book Kurt Lewin - De la théorie du champ à une science du social by Claire Roederer
Cover of the book Donner du sens à la recherche de performances by Claire Roederer
Cover of the book Facteurs de risque dans la gestion des projets de développement international by Claire Roederer
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy