DENEYİMSEL MARKALAMA
Rekabetin küreselleşmesi ve yoğunlaşması ile birlikte, işletmeler ürünlerle birlikte hizmet sağlamanın ötesine de geçerek müşterilerine eşsiz deneyim sağlama çabası içerisine girmiştir. Dolayısıyla, firmalar, rekabet stratejilerini söz konusu olan eşsiz deneyimler aracılığıyla oluşturmaya çalışmaktadır. Bu bağlamda, deneyimsel pazarlama kavramı ortaya çıkmakta ve işletmeler müşterilerine deneyim yaşatmaya yönelik pazarlama uygulamalarında markalarını da göz önünde bulundurarak rekabet avantajı elde etmektedir. Buradan hareketle çalışmada deneyim, deneyimsel pazarlama ve deneyimsel markalama kavramları detaylı biçimde incelenmektedir.
Anahtar Kelimeler:
Deneyim, Deneyimsel Pazarlama, Deneyimsel Markalama
EXPERIENTIAL BRANDING
With the globalization and intensification of market competition, enterprises struggle to provide a unique experience beyond service provision for customers with their products. Therefore, companies try to create their competition strategies by mentioned unique experiences. In this context,experiential marketing concept emerges and enterprises achieve competitive advantage to give its customers experience by taking their brands into account. Hence in this study, experience, experiential marketing and experiential branding concepts are examined in detail.
Keywords:
Experience, Experiential Marketing, Experiential Branding,
___
- Carbone, L. P. (1998), “Total Customer Experience Drives Value”, Management Review, 87.7, 62-62.
- Gortes, R. (2004), “Create emotional connections with customers”, Caribbean Business, 30th September, 41-41.
- Holbrook, M. B. Hirschman, E. C. (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun”, Journal of Consumer Research, 9 (September), 132-140.
- Levitt, T. (1960), “Marketing Myopia”, Harvard Business Review, (July-August), 45-56.
- Pine, J. B. ve Gilmore, J. H. (1998), “Welcome to the Experience Economy”, Harvard Business Review, July-August, 97-105.
- Pine, J. B. ve Gilmore, J. H. (2000), “Satisfaction, Sacrifice, Surprise: Three Small Steps Create One Giant Leap into The Experience Economy”, Strategy and Leadership, 28. 1, 18-23.
- Pine, J. B. ve Gilmore, J. H. (2002), “The Experience is Marketing”, Strategic Horizon, (August), 1-14.
- Pine, J. B. ve Gilmore, J. H. (2007), “Stop Dishing Out the Phoniness, Marketers”, Advertising Age, 78. 49, 18-19.
- Pine, J. B. ve Gilmore, J. H. (2008), “Keep It Real: Learn to Understand, Manage and Excel at Rendering Authenticity”, Marketing Management, (January-February), 18-24.
- Pralahad, C. Ramaswamy, K. (2004), “Co-Creation Experiences: The Next Practice in Value Creation”, Journal of Interactive Marketing, 18.3, 1-10.
- Raghunathan, R. (2008), “Some Issues Concerning the concept of Experiential Marketing ” Handbook on Brand and Experience Management. Schmitt B. ve DL Rogers (drl) UK:Edward Elgar Publishing.
- Schmitt B.. H. (1999), “Experiential Marketing”, Journal Of Management, 15, 53-67.
- Schmitt, B. H. (2003), “10 Rules Create and Manage Experiental Brands”, http://www.exgroup.com/thought_leadership/articles/10_rules_to_experiential_brands.pdf . (25.01.2010)
- Schmitt B. H. (2008), “A Framework for Managing Customer Experiences” Handbook on Brand and Experience Management, Schmitt, B. ve Rogers, D. L (drl) UK: Edward Elgar Publishing.
- ISSN: 2147-3390
- Başlangıç: 2012
- Yayıncı: Fatma Asuman YALÇIN