Experiential Marketing: Understanding the Logic of Memorable Customer Experiences
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experiential marketing; symbolic consumption; symbolic resources; engaging transactions; internalized value; marketing logic
To address the question of what memorable customer experiences are, exactly, this chapter attempts to understand the nature of experiential marketing. Are memorable customer experiences simply the result of traditional marketing practices implemented more effectively, or are they the outcome of a completely different marketing strategy? Although it is indeed possible for firms to enhance customers’ experiences using traditional marketing practices, this chapter argues that the specific strategy of producing memorable customer experiences is part of a distinct marketing logic that is separate from the goods-dominant and service-dominant logics.1 For marketers to produce memorable customer experiences, they need to understand this experiential marketing logic and its implications. The purpose of this chapter is to outline this strategic logic and thus explore the underlying factors that contribute to memorable customer experiences.
Memorable Customer Experiences: A Research Anthology