International Journal of Advances in Management and Economics (IJAME)

ISSN:2278-3369
banner8 banner
   
   
 
  Current
  Archive
  Registration
 
Contact e-Mail
 

TitleExperiential Marketing: Emerging Issues and Suggestions
AuthorSilky Jain
AbstractDue to the rising of personal incomes and living standards, consumers are more focused on their personal style and taste. Consumption patterns are also changed from the past “agricultural economy” to ”industrial economy,” then to “ service economy,” and now to “experiential economy.” Therefore, the concept of experiential marketing is getting more important. In an uncertain economic climate, budget conscious marketers may be tempted to neglect the long-term health of their brand. As a consequence, only the most robust and resilient brands will survive. Key to their success will be willingness to embrace the reciprocal nature of the relationships they build and develop with consumers. These are the brands with the confidence to establish a conversation. They focus on shared interests to build an empathetic understanding, and they appreciate the importance of a genuine two-way dialogue. Most importantly, these brands see the value of experiential activities as the means to connect with audiences in a more direct and empowering way. This paper studies the various benefits and issues in experiential marketing. Also, suggestions are drawn therefrom.
Issue

   
 
Username
Password
 
 
   
 
 
 
     
 
Open Access Policy || Publication Ethics
The publication is licensed under a Creative Commons License (CC BY)Licencia de Creative CommonsView Legal Code
Copyright© 2012, All Rights Reserved: International Journal of Advances in Management and Economics (IJAME)
Visited User :Visitor Counter