Deneyimsel Pazarlama: Pazarlamadaki Artan Önemi

Deneyim kavaramı; 1982'de pazarlama alanına girmiş olmasına rağmen, tüketici davranışlarını anlamada önemli bir olgu olarak ancak günümüzde karşımıza çıkmaktadır. Son yıllarda yapılan pek çok çalışmada, bu kavram ekonomik bir unsur ve pazarlamanın geleceği olarak ele alınmaktadır. Buradan hareketle, bu makale, deneyim, deneyimsel pazarlama ve ilgili kavramları bir bütün olarak tartışmakta ve ayrıca kimi pazarlama çıkarımlarında bulunmaktadır.

Experiential Marketing: Growing Importance in Marketing

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.

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