MODERN MARKETING TOOLS IN THE NEW ECONOMY: EXPERIENTIAL MARKETING

M. Chesnokova () and Kirillovskaya A. ()
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M. Chesnokova: Associate professor, Marketing and Strategic Planning Department at Herzen’s Russian State Pedagogical University
Kirillovskaya A.: assistant Professor of economic theory and economic policy Department of the St. Petersburg State University Professor of economic theory and economic policy Department at Herzen’s Russian State Pedagogical University

Annals of marketing-mba, 2013, vol. 1

Abstract: In the hyper-competitive market, the company's ability to choose the right marketing strategy is very important. Companies need to use the old and develop new marketing concepts, such as the creation and development of the brand and marketing experience. A strong brand can create a strong emotional connection between the product and the consumer. One of the tools that create a similar connection, is marketing experience.

Keywords: brand; marketing complex; experiential marketing; hypercompetitive market. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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