The Experience Logic as a New Perspective for Marketing Management

Description

This book provides stimulating insights into the ways in which the adoption of experience logic can revitalize marketing perspectives and stimulate novel approaches to the creation and delivery of value. The first part of the book, which has a theoretical focus, reviews the international literature and offers conceptual observations on the experiential perspective. Suggestions are made on how experience logic can act as a new driver for the management of marketing processes in firms within the context of the experience economy. In the second part of the book, attention turns to the applications of experience logic in different sectors, including tourism, commerce, culture, and trade shows. Company-specific examples of benefits of the experiential approach are also explored in case studies on gift box providers, marketing of traditional local products, and the cosmetics industry. The book will be of particular interest for marketing specialists, but will additionally be of value for managers in private companies and public bodies who wish to enhance their marketing methods. Front Matter ....Pages i-viii Introduction to the Experience Logic: Key Concepts and Contents (Tonino Pencarelli, Fabio Forlani)....Pages 1-12 Front Matter ....Pages 13-13 Experiential Perspective in Management Literature: A Systematic Review (Fabio Forlani, Andrea Buratti, Tonino Pencarelli)....Pages 15-42 Marketing in an Experiential Perspective: From “Goods and Service Logic” to “Experience Logic” (Tonino Pencarelli, Fabio Forlani)....Pages 43-67 Front Matter ....Pages 69-69 The Tourist Offer of the Destination in an Experience Logic Perspective (Fabio Forlani, Tonino Pencarelli)....Pages 71-89 Sustainable Management of Events in an Experiential Perspective (Gian Luca Gregori, Tonino Pencarelli, Valerio Temperini, Simone Splendiani, Fabio Forlani)....Pages 91-109 How Marketing Works in the Experience Economy: The Case of the Experience Gift Box Providers (Fulvio Fortezza, Andrea Dusi, Tonino Pencarelli)....Pages 111-123 Experience Economy and the Management of Shopping Centers: The Role of Entertainment (Elisabetta Savelli)....Pages 125-148 The Importance of Being Earnest. Enhancing the Authentic Experience of Cultural Heritage Through the Experience-Based Approach (Mara Cerquetti)....Pages 149-168 Experience Logic: The New Challenge for Trade Fairs (Tonino Pencarelli, Marco Cioppi, Ilaria Curina, Fabio Forlani)....Pages 169-185 The Experiential Approach in the Cosmetics Industry: The Eva Garden Case Study (Emanuela Conti)....Pages 187-204 Marketing of Traditional-Local Products in the Experience Logic Perspective (Tonino Pencarelli, Fabio Forlani, Mauro Dini)....Pages 205-220