Marketing theory: experience marketing and experiential marketing

Abstract

Despite the fact that experiences are regarded as key concepts in marketing today, there are dif-ferent views and interpretations about the content of terms. The main objective of this article is to analyse the concepts of experience and experiential marketing. Based on the literature review the authors found that experience marketing is a strategic and a broader term than experiential marketing. We define experi-ence marketing as a strategic and holistic marketing of relevant (and meaningful) experiences, and expe-riential marketing as a tactical tool that helps to do marketing experientially. At the end of the article a conceptual model of experience marketing is proposed.