期刊名称：Zeszyt Naukowy Wyższej Szkoły Zarządzania i Bankowości w Krakowie
印刷版ISSN：1897-659X
电子版ISSN：2300-6285
出版年度：2016
期号：41
页码：1-11
语种：English
出版社：Wyższa Szkoła Zarządzania i Bankowości w Krakowie
摘要：The changes on the market and,particularly,a wide and unlimited access to information as well as the increasing technological development influence both the behavior and lifestyles of consumers and the operations of companies. The experiential marketing is a concept that may be a reaction of companies to changes as – through the development of steady relationships based on emotions that result from experiences that are important to consumers – it aims at achieving the same objectives (such as customer loyalty,sales,profit) as the ones that constituted the basis for the traditional marketing approach. The article presents the origins and the concept of experiential marketing as well as the characteristics of experiences. It also presents selected results of the survey research that aimed at finding the significance of the functional and emotional factors of a trade offer and the consumers’ opinion on experiential marketing.
