Rodyti trumpą aprašą

dc.contributor.authorSame, Siiri
dc.contributor.authorLarimo, Jorma
dc.date.accessioned2024-06-05T11:44:56Z
dc.date.available2024-06-05T11:44:56Z
dc.date.issued2012
dc.identifier.isbn9786094571169en_US
dc.identifier.issn2029-4441en_US
dc.identifier.urihttps://etalpykla.vilniustech.lt/handle/123456789/154367
dc.description.abstractDespite 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.en_US
dc.format.extent8 p.en_US
dc.format.mediumTekstas / Texten_US
dc.language.isoenen_US
dc.relation.urihttps://etalpykla.vilniustech.lt/handle/123456789/154267en_US
dc.source.urihttp://old.konferencijos.vgtu.lt/bm.vgtu.lt/public_html/index.php/bm/bm_2012/paper/view/112en_US
dc.subjectexperience marketingen_US
dc.subjectexperienceen_US
dc.subjectexperiential marketingen_US
dc.subjectcustomer experienceen_US
dc.subjectvalueen_US
dc.titleMarketing theory: experience marketing and experiential marketingen_US
dc.typeKonferencijos publikacija / Conference paperen_US
dcterms.accessRightsLaisvai prieinamas / Openly availableen_US
dcterms.accrualMethodRankinis pateikimas / Manual submissionen_US
dcterms.alternativeInternational economy: problems of innovation and marketing managementen_US
dcterms.issued2012-05-11
dcterms.references48en_US
dc.description.versionTaip / Yesen_US
dc.contributor.institutionTallinn University of Technologyen_US
dc.contributor.institutionUniversity of Vaasaen_US
dc.contributor.institutionUniversity of Tartuen_US
dcterms.sourcetitle7th International Scientific Conference “Business and Management 2012”en_US
dc.identifier.eissn2029-929Xen_US
dc.publisher.nameVilnius Gediminas Technical Universityen_US
dc.publisher.nameVilniaus Gedimino technikos universitetasen_US
dc.publisher.countryLithuaniaen_US
dc.publisher.countryLietuvaen_US
dc.publisher.cityVilniusen_US
dc.identifier.doihttps://doi.org/10.3846/bm.2012.063en_US


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