Experiential Marketing: Growing Importance in Marketing

Abstract

Although the concept of experience entered in the field of marketing in 1982, this concept has now become a key constituent of understanding consumer behaviour. In recent years, a great deal of research has examined this concept is a foundation of economy and future of marketing. From this point of view the purpose of this study is to discuss concept of experience, experiential marketing and related concepts in a holistic perspective and moreover some marketing implications have been given.