The Dance of the Emotional Searches with Marketing: The Experience Marketing a Conceptual Analysis

Abstract

The rapid advancements of informational and technological developments have exposed the businesses and the markets to have great changes day by day. Within the framework of these changes, along with the inevitable necessity of the competition, businesses are obliged to produce products/services going beyond the demands/needs and experiences directing the emotional searches of customers. So, the new competitive tool of businesses that see themselves beyond products and services producers is ‘experience marketing’. The aim of this study is to analyze the concept of experience marketing which is important for creating the sustainable competitive advantage and its characteristic features through the conceptual structures and to examine the results.