Attitudes of Polish Consumers Toward Experiential Marketing

Skorek Monika ()
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Skorek Monika: University of Warsaw, Faculty of Management, Department of Marketing, University of Warsaw, 1/3 Szturmowa Street, Warsaw, Poland

Journal of Management and Business Administration. Central Europe, 2016, vol. 24, issue 4, 109-124

Abstract: Purpose: The experience economy is a concept that can be defined 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 difficult 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.

Keywords: experience marketing; shopping behaviour; experience economy; Poland; focus group interviews (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:24:y:2016:i:4:p:109-124:n:7

DOI: 10.7206/jmba.ce.2450-7814.185

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