Experiental Marketing vs. Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers

Article OPEN
Dainora Grundey;
(2008)
  • Journal: Romanian Economic Journal, volume 11, issue 29 (3), pages 133-151
  • Subject: traditional marketing, experiential marketing, product superiority, consumer, emotions, rationality.
    • jel: jel:P23 | jel:M31

The purpose of this paper is to show peculiarities of traditional and experiential marketing and describe why experiential marketing is better way to understand consumer behaviour. Comparative analysis shows the main characteristics of traditional and experiential marke... View more
  • References (2)

    Abrahams, R.D. (1986) 'Ordinary and Extraordinary Experience', in Turner, V.W. and Bruner, E.M. (eds.) The Anthropology of Experience, pp. 45-73. Urbana, University of Illinois Press.

    Addis, M. and Holbrook, M. B. (2001) 'On the Conceptual Link between Mass Customisation and Experiential Consumption: An Explosion of Subjectivity', Journal of Consumer Behaviour 1(1): 50-66.

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