The Experience Logic as a New Perspective for Marketing Management : From Theory to Practical Applications in Different Sectors

Fabio Forlani

ISBN 10: 3319775499 / ISBN 13: 9783319775494

Edité par Springer International Publishing, 2018

A propos de cet article

Druck auf Anfrage Neuware - Printed after ordering - 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.

N° de réf. du vendeur 9783319775494

Détails bibliographiques

• Titre: The Experience Logic as a New Perspective for Marketing Management : From Theory to Practical Applications in Different Sectors
• Éditeur: Springer International Publishing
• Date de parution: 2018
• Langue: anglais
• ISBN à 10 chiffres: 3319775499
• ISBN à 13 chiffres: 9783319775494
• Reliure: Buch
• État de l'article: Neu
• Dimensions: 241 L x 160 H x 18 P (en millimètres) 241 millimètres de largeur par 160 millimètres de hauteur par 18 millimètres de profondeur
• Poids: 512 grammes

A propos de ce titre

Synopsis

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.

À propos de l'auteur

Tonino Pencarelli is Full Professor of Economics and Business Management at the University of Urbino Carlo Bo (Italy), where he teaches Economics and Business Management and Corporate Strategies. He is the author of more than 170 publications, including books and articles in both national and international journals. He is a member of the board of directors for the Italian Marketing Society. His main current research interests relate to Tourism Marketing and Management and Corporate Strategies.
Fabio Forlani holds a PhD in Marketing and is Assistant Professor in Tourism Marketing and Management at the University of Perugia (Italy). He is the author of more than 20 scientific articles on experience logic in the tourism market. He teaches experiential marketing and tourism marketing both at the University and on professional courses. In addition, he carries out consultancy activities for tourism companies and public administrations.