体验营销外文文献.pdfVIP

7th International Scientific Conference ISSN 2029-4441 print / ISSN 2029-929X online “Business and Management 2012” ISBN 978-609-457-116-9 CD May 10-11, 2012, Vilnius, LITHUANIA doi:10.3846/bm.2012.063 http://www.bm.vgtu.lt © Vilnius Gediminas Technical University, 2012 MARKETING THEORY: EXPERIENCE MARKETING AND EXPERIENTIAL MARKETING Siiri Same1, Jorma Larimo2 1Tallinn University of Technology, Ehitajate tee 5, EE-19086 Tallinn, Estonia Email: siiri.same@ttu.ee; siiri.same@eas.ee 2 University of Vaasa, Wolffintie 34, FI- 65101 Vaasa, Finland University of Tartu, Narva Road 4, EE-51009 Tartu, Estonia Email:jorma.larimo@uwasa.fi Abstract. Despite the fact that experiences are regarded as key concepts in marketing today, there are dif- ferent views and interpretations about the content of terms. The main objective of this article is to analyse the concepts of experience and experiential marketing. Based on the literature review the authors found that experience marketing is a strategic and a broader term than experiential marketing. We define experi- ence marketing as a strategic and holistic marketing of relevant (and meaningful) experiences, and expe- riential marketing as a tactical tool that helps to do marketing experientially. At the end of the article a conceptual model of experience marketing is proposed. Keywords: experience marketing, experience, experienti