Attitudes of Polish Consumers Toward Experiential Marketing
Journal Title: Journal of Management and Business Administration. Central Europe - Year 2016, Vol 24, Issue 4
Abstract
Purpose: The experience economy is a concept that can be defned as a new way of perceiving the market offer of an enterprise, focusing on the customer experience. Enterprises, both in the production and service industries, are becoming similar to one another on a massive scale, which makes it increasingly diffcult to stand out. The response to this can be to offer the consumer an unforgettable experience related to a product or service provided by a company.
Authors and Affiliations
Monika Skorek
Keywords
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- EP ID EP186947
- DOI 10.7206/jmba.ce.2450-7814.185
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