El marketing experiencialuna aproximación al marketing desde las experiencias del consumidor en un entorno postmoderno

Resumen

EXPERIENTIAL MARKETING: AN APPROACH TO MARKETING FROM THE CONSUMER EXPERIENCE PERSPECTIVE IN A POSTMODERN CONTEXT. Francisco Arbaiza Rodriguez School of Communication, University of Navarra (Spain), 2010 This research aims to contribute to the understanding of the influence of consumer experience in marketing, a notion that has reached high relevance in the last decade. To achieve that, this work strives to clarify how Experiential Marketing fits within the current marketing climate and how it is considered by some experts as the best formula to break the cacophony produced by the saturation of advertising. It¿s model, capable of linking the consumer with the brands under the conditions demand it now, adressess brand experiences, that is, brand-relevant, two-way communications between consumers and brands, designed to bring brands to life while adding value to the consumer. In this work Experiential Marketing is described from a theoretical approach aimed at exposing the debate about its legitimacy as a strategic discipline. For this porpuse it shows how experiential marketing has gone from being merely a tactical fashion, to represent a legitimate, albeit incipient, strategic proposal. Moreover, this research studies the macro-context of Experiential Marketing and the implications that the presence of the postmodern condition has on the core of marketing communication strategies, explaining the transition from a production- driven marketing to a driven-consumption marketing, where the consumer is understood as starting point.