ISSN: 2450-7733 eISSN: 2300-4096 OAI
DOI: 10.18276/sip.2016.43/2-33
Issue archive /
nr 43/2 2016
WYKORZYSTANIE KONCEPCJI MARKETINGU DOŚWIADCZEŃ W TWORZENIU WARTOŚCI DODANEJ NA RYNKU IMPREZ MASOWYCH
(The usage of the experiential marketing concept in creating a value added in the mass events market)
| Authors: |
Zygmunt
Waśkowski
Uniwersytet Ekonomiczny w Poznaniu |
| Keywords: | experiential marketing emotions value prosument |
| Whole issue publication date: | 2016 |
| Page range: | 12 (347-358) |
| Klasyfikacja JEL: | M10 D12 |
Abstract
The concept of experiential marketing is one of the widely understood methods of searching for new, competitive ways in which a company could operate on the market. This marketing’s main assumption is to create a value added for buyers through engaging them in the process of production and influencing their perception mostly on emotional level. Opposite to this is prosumption – using its assumptions and rules makes it easier to develop a successful marketing strategy based on experiences and feelings. One of the possible areas of action which are the best for implementing experiential marketing is the sector of mass entertainment events – during such events many emotion-based interactions between the service provider and the customer come to exist, or even between different service providers, which makes these relationships even stronger and more durable.
Download file
Article file
Bibliography
| 1. | Bywalec, C., Rudnicki, L. (2002). Konsumpcja. Warszawa: PWE. |
| 2. | Drapińska, A. (2014). Marketing doświadczeń w przedsiębiorstwach usługowych. Marketing i Rynek, 8. |
| 3. | Dziewianowska, K. (2013). Nowe oblicze marketingu – koncepcja marketingu doświadczeń. Marketing i Rynek, 1. |
| 4. | Mallen, Ch., Adams, L.J. (red.). (2013). Event Management in Sport, Recreation and Tourism. New York: Butterworth Heinemann. |
| 5. | Hoyle, L.H. (2002). Event Marketing. New York: John Wiley & Sons, Inc. |
| 6. | Jung, B. (1997). Kapitalizm postmodernistyczny. Ekonomista, 5–6. |
| 7. | Kęsicka, A. (2014). Kondycja polskiego prosumenta. W: P. Siuda, T. Żaglewski (red.), Prosumpcja: pomiędzy podejściem apokaliptycznym a emancypującym. Bydgoszcz: Wydawnictwo Naukowe Katedra. |
| 8. | Maison, D. (2004). Utajnione postawy konsumenckie. Gdańsk: Gdańskie Wydawnictwo Psychologiczne. |
| 9. | Palmer, A. (2010). Customer Experience Management. A Critical Review of an Emerging Idea. Journal of Service Marketing, 24 (3). |
| 10. | Rupik, K. (2010). Prosument w procesie planowania marketingowego. Zeszyty Naukowe Uniwersytetu Szczecińskiego nr 608, Problemy Zarządzania, Finansów i Marketingu nr 15. |
| 11. | Skowronek, I. (2011). Marketing doświadczeń jako wyznacznik wizerunku i wartości przedsiębiorstwa. Zeszyty Naukowe Uniwersytetu Szczecińskiego nr 685, Finanse, rynki finansowe, ubezpieczenia, nr 46. |
| 12. | Toffler, A. (1997). Trzecia fala. Warszawa: PIW. |
| 13. | Zaltman, G. (2003). How Customers Think: Essential Insights into the Mind of the Market. Boston: Harvard Business School Press. |