Expériences de consommation et marketing expérientiel

Antonella Carù and Bernard Cova

Revue française de gestion, 2006, vol. 162, issue 3, 99-113

Abstract: The experience concept is becoming a key parameter in the understanding of the consumers?behaviour and a major foundation of a new marketing approach: the experience based marketing. Backed upon the idea that the present day consumer is seeking life submersion in extraordinary experiences rather than fetching simple products or services, the experience based marketing invites both practical and theoretical stern criticisms developed in the present article.

Date: 2006
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.cairn.info/load_pdf.php?ID_ARTICLE=RFG_162_0099 (application/pdf)
http://www.cairn.info/revue-francaise-de-gestion-2006-3-page-99.htm (text/html)
free

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cai:rfglav:rfg_162_0099

Access Statistics for this article

More articles in Revue française de gestion from Lavoisier
Bibliographic data for series maintained by Jean-Baptiste de Vathaire ().