The Experience Logic as a New Perspective for Marketing Management (eBook)

From Theory to Practical Applications in Different Sectors

Tonino Pencarelli, Fabio Forlani (Herausgeber)

eBook Download: PDF

2018
VIII, 220 Seiten
Springer International Publishing (Verlag)
9783319775500 (ISBN)

Infos

This book provides stimulating insights into the ways in which the adoption of experience logic can revitalize marketing perspectives and stimulate novel approaches to the creation and delivery of value. The first part of the book, which has a theoretical focus, reviews the international literature and offers conceptual observations on the experiential perspective. Suggestions are made on how experience logic can act as a new driver for the management of marketing processes in firms within the context of the experience economy. In the second part of the book, attention turns to the applications of experience logic in different sectors, including tourism, commerce, culture, and trade shows. Company-specific examples of benefits of the experiential approach are also explored in case studies on gift box providers, marketing of traditional local products, and the cosmetics industry. The book will be of particular interest for marketing specialists, but will additionally be of value for managers in private companies and public bodies who wish to enhance their marketing methods.

Tonino Pencarelli is Full Professor of Economics and Business Management at the University of Urbino Carlo Bo (Italy), where he teaches Economics and Business Management and Corporate Strategies. He is the author of more than 170 publications, including books and articles in both national and international journals. He is a member of the board of directors for the Italian Marketing Society. His main current research interests relate to Tourism Marketing and Management and Corporate Strategies.

Fabio Forlani holds a PhD in Marketing and is Assistant Professor in Tourism Marketing and Management at the University of Perugia (Italy). He is the author of more than 20 scientific articles on experience logic in the tourism market. He teaches experiential marketing and tourism marketing both at the University and on professional courses. In addition, he carries out consultancy activities for tourism companies and public administrations.

Inhalt

Contents 7
1 Introduction to the Experience Logic: Key Concepts and Contents 9
Abstract 9
References 18
Theoretical Contributions 21
2 Experiential Perspective in Management Literature: A Systematic Review 22
Abstract 22
1 Introduction 23
2 Objectives and Methodology 25
3 Literature Review Method and Data Extraction 26
4 Results Emerged from the Literature Review and Limits of This Analysis 43
5 Conclusion: The Need for Integration of Different Experiential Approaches 45
References 47
3 Marketing in an Experiential Perspective: From “Goods and Service Logic” to “Experience Logic” 50
Abstract 50
1 Marketing of Goods, Services, and Experiences: An Evolutionary Analysis 50
2 From Economics of Services to the Economy of Experiences in Relation to Experiential Marketing and Experience Marketing 53
3 Theoretical Implications of the Marketing Driven by the Logic of the Customer Experience (Experience Logic) 57
4 Managerial Implications of the Experience Logic Marketing 62
5 Challenges of Experience-Logic-Based Marketing Management After the Economy of Experiences 64
6 Discussion and Conclusions 68
References 71
Sectoral Applications 75
4 The Tourist Offer of the Destination in an Experience Logic Perspective 76
Abstract 76
1 An Experience Analysis Model for Tourism Management 77
2 Tourist Offer of the Destination from an Experiential Perspective 82
3 A Theater Model for Touristic Destination 84
4 Conclusion 91
References 92
5 Sustainable Management of Events in an Experiential Perspective 95
Abstract 95
1 Tourism Events as a Systemic Offer of Experiences 96
2 The Need for Shared Event Management: Role of Planning 100
3 Assessing the Impact of Events in the Context of Sustainable Tourism Development: Prospect of Value Creation 102
4 Assessment Model to Measure an Event’s Capacity to Create Value from the Perspective of Sustainability 105
5 Concluding Remarks and Managerial Implications for Policymakers 109
References 111
6 How Marketing Works in the Experience Economy: The Case of the Experience Gift Box Providers 114
Abstract 114
1 Introduction 114
2 Conceptual Framework/Literature Review 115
2.1 The Evolution of the Sociocultural Scenario and the Experience Perspective 115
2.2 The Specific Features of Experiences as Outputs 116
2.3 A Possible Model for Experience Marketing 117
2.4 The New Experience Operators 120
3 The Wish Days Case Study 121
3.1 Company Profile and Historical Notes 121
3.2 Vision and Competitive Strategy 122
3.3 Adopted Marketing Approach 123
4 Final Remarks 124
References 125
7 Experience Economy and the Management of Shopping Centers: The Role of Entertainment 127
Abstract 127
1 Introduction 127
2 Theoretical Background 129
2.1 The Changing Role of Shopping Centers: From Convenience to Entertainment Experience 129
2.2 Leverages of Entertainment in the Shopping Center Context 130
3 Research Method 133
4 Empirical Results and Discussion 135
4.1 Sample Profile 135
4.2 Market Performances of Shopping Centers 136
4.3 Recreational Services 138
4.4 Special Events 143
5 Conclusions 146
References 148
8 The Importance of Being Earnest. Enhancing the Authentic Experience of Cultural Heritage Through the Experience-Based Approach 151
Abstract 151
1 Introduction 151
2 Experience-Based Approach in Marketing Studies: From Theory to Practice 153
3 Complexity of the Museum and Heritage Experience: A Literature Review 154
4 Enhancing Museum Experience Through and Beyond ICTs 157
5 Experience of Archaeology: A Case Study 160
5.1 Research Rationale and Methodology 160
5.2 Creating the Need for Archaeology: Toward an Innovative Approach 162
5.3 Touch the Past: Designing and Building an Authentic Immersive Experience 163
6 Conclusion 165
Acknowledgements 166
References 167
9 Experience Logic: The New Challenge for Trade Fairs 171
Abstract 171
1 Introduction 172
2 Objectives and Methodology 173
3 Findings 174
4 TSs and Experience Logic Marketing 176
4.1 B2B Visitors’ Perspective 177
4.2 B2C Visitors’ Perspective 178
4.3 Exhibitors’ Perspective 179
4.4 Organizers’ Perspective 180
5 Conclusions 182
References 184
10 The Experiential Approach in the Cosmetics Industry: The Eva Garden Case Study 188
Abstract 188
1 Introduction 188
2 Literature Review: Cosmetics Industry and Experiences 190
3 Five-Step Model to Manage the Cosmetics System Offering in the Experience Perspective 193
4 Case Study Methodology Applied to Eva Garden Srl 196
5 Findings: The Case of Eva Garden Srl 197
6 Conclusions 203
References 204
11 Marketing of Traditional-Local Products in the Experience Logic Perspective 206
Abstract 206
1 Concept of a Typical Product from the Perspective of the Experience Economy 207
2 Experience Logic Marketing for Traditional-Local Products 209
3 Case Study: The Truffles of Acqualagna 212
3.1 The Truffle Market 213
3.2 Acqualagna: “The Truffle Capital” 214
3.3 The Marini & Azzolini Company
4 Discussion and Final Considerations: What Space Is There for the Experience Logic Marketing in the Truffle Business? 217
References 219

Produkt-Details

• Erscheint lt. Verlag: 13.4.2018
• Reihe/Serie: International Series in Advanced Management Studies
• Reihe/Serie: International Series in Advanced Management Studies
• Zusatzinfo: VIII, 220 p. 7 illus.
• Verlagsort: Cham
• Sprache: englisch
• Themenwelt: Geisteswissenschaften
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Schlagworte: Competitive Strategy • Customer Experience • Customer Experience Management • destination marketing • experience economy • Experience logic • Experience marketing • Experiential Marketing • marketing innovation • Value Proposition
• ISBN-13: 9783319775500 / 9783319775500