Marketing and experiential consumption

Marketing and experiential consumption

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 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… (more)

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Book Details  


Publisher: Éditions Ems (May 02, 2013)

Collection: Societing

Format: EPUB

File size: 2.5 MB

Protection: Watermark

Language: English


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